The Hameedia Rebrand is a strategic identity refresh for Sri Lanka’s leading menswear brand. With over 70 years of heritage, the goal was to modernise the brand while preserving its classic essence and instant recognisability. The new identity simplifies the original logo, retaining the iconic black-and-white checkerboard pattern and brand name — elements that have become synonymous with quality and craftsmanship. This modernised design ensures clarity, adaptability, and global relevance across digital and print platforms, strengthening Hameedia’s position as a trusted and timeless brand.
Client
Hameedia
Category
REBRANDING
Year
2021
Role
CONCEPT, RESEARCH, DESIGN
Challenges
Hameedia’s long-standing heritage made its identity instantly recognisable, but its complex logo struggled to adapt to digital and global platforms. The challenge was to modernise the brand while retaining its essence and recognisability.
Insights
In today’s fast-paced world, people don’t have time to read or process complex logos. Brands must be simple, clear, and memorable to stay relevant. For Hameedia, the checkerboard pattern and black-and-white palette are core brand assets — often imitated by counterfeit brands. Preserving these elements was essential to maintain authenticity, trust, and instant recognition.
Idea
Create a modern, simplified identity that respects Hameedia’s 70-year legacy. Retain key visual elements — the checkerboard, the black-and-white palette, and the Hameedia name — while streamlining the logo for clarity, adaptability, and global appeal.
