The last few years I have lettered phrases for Hanna Andersson’s catalogue (see it here and here). So when the Portland-based childrenswear company with Swedish roots decided to expand with a new line of clothing for mothers called “love, hanna”, they asked me to letter the logo in a similar style.
The usually jumpy and quirky lettering style was toned down a bit for the logo for consistency and legibility, and a Scandinavian woven heart icon was added under the art direction of Lynda Hodge, who also steered the branding of the line.
The line follows suite to their kid’s line motto of “let kids be kids” with classic basics that wear well – definitely not “mom jeans” while still being comfy and versatile.
Hanna Andersson is known for their super soft and quality kidswear, so it’s no surprise that the blogosphere is picking up on the new line of easy but still stylish clothes for mom.