Logo for ZITO Hat Company featuring the word "ZITO" in large white letters with a stylized script "Hat Company" underneath, all on a black background.

ZITO HAT CO

Austin was one of the first people to walk through the doors of Second Place before we had officially opened. He stopped in to introduce himself, and we immediately hit it off. He was getting ready to open Zito Hat Co. just down the street, and it didn't take long before we started sharing ideas and collaborating on projects.

As the business grew, Austin wanted to refresh the brand to reflect its next chapter. Together we updated the logo, redesigned the packaging, created print materials, developed custom hat liners, and designed new storefront signage. The goal wasn't to start over. It was to strengthen what people already connected with and create a more cohesive brand experience.

Watching Zito Hat Co. become a staple in the community has been one of the best parts of the process. What started as a chance introduction has grown into years of collaboration, creative problem-solving, and a friendship that continues to inspire new ideas.

HOWDY COWBOY
A poster featuring a simple outline drawing of a hat at the top, with text promoting quality, authenticity, and wearability of fine, custom goods. The poster includes the name Zita Hat Co., handwritten style text indicating handmade in Oceanside, CA, and a desert landscape with Joshua trees and mountains in the background.
Illustration of a dog's head wearing a cowboy hat with red overlaid text saying "ZITO HEAT" and the number 26.
Hand-drawn label with a diamond shape, orange outline, and the text 'FINE CUSTOM HATS' in the center.
A graphic illustration of a ninja warrior outline, depicted in orange, with a blue circle and lines overlaying part of the figure, on a textured beige background.
Logo of ZITO Hat Company with navy blue text on a light background.

Logo Rebrand

Zito’s hats are all about craftsmanship, each one handmade with a level of quality that speaks for itself. So when it came to designing the logo, we knew it had to reflect that same attention to detail. We really wanted the logo to let that quality shine through, but finding the perfect typeface for “HAT COMPANY” turned out to be more of a challenge than we expected.

After going back and forth with different fonts that just didn’t feel right, Austin had a brilliant idea—why not write it out by hand? So, he grabbed a piece of paper, wrote it down himself, snapped a quick photo, and texted it to me. That handwritten touch was exactly what we needed. I took that picture and used it to create the final logo.

Close-up of a handwritten note saying 'hats company' on white paper.
Person examining a black hat on a wooden workbench with a hammer and other hat-making tools, in a hat store or workshop.
A photograph of a golden retriever lying on the floor, resting its head on its paws, inside a house seen through a film frame border.
A film strip frame showing a workspace with a wooden table, various sewing or crafting tools, including a rotary cutter, a white plastic tray, and a roll of black tape, with a person holding the roll of tape.
A person with tattoos taking a mirror selfie in a bright, modern kitchen with white stone walls, a large window, and a wooden countertop.
Coat hooks on a wall with hanging bags and coats, wooden shelving with hats, and a wooden fence in the background.
A person wearing a black hat and a dark shirt working on a wide-brimmed hat in a workshop, with tools hanging on the wall behind them.
A person with tattoos and jewelry, wearing a black hat and white shirt, appears to be creating a leather item at a workbench with tools, fabric, and a smartphone nearby.
A smiling young man wearing a black hat and white t-shirt stands behind a wooden table in a creative workspace surrounded by crafting supplies and ceramics, with shelves of wooden cups and a cow skull on the wall.
Close-up of a person's hand using a mechanical razor in an open wooden case, with a white hat on a wooden table, in a cozy indoor setting.
A person wearing a black hat and white shirt is arranging a white bowl on a wooden shelf in a yellow-walled room.
Various colored wide-brimmed hats hanging on a beige wall.
A person with tattoos on their arm wearing a black hat, white shirt, white pants, and sneakers, sitting on a folding chair in a room with wooden furniture and shelves. The person is smiling and looking upward, surrounded by woodworking tools and mate
Person wearing a hat and ring, working on shaping a hat indoors.
A vintage film camera on a wooden surface, with a person wearing a black hat visible in a reflection on the film strip.
A woman smiling and holding a tape measure in a bright room with a textured white brick wall. She is wearing a sleeveless black Harley Davidson shirt, a hat, and a necklace, standing in front of a wooden table with various objects.
Stacked wooden coasters on a table with a mirror, a basket, and some tools nearby.