Brand Designer
Lauren Feijoo
Alex Yerkovich
Anna Ernesto
Nicole Kubinski
15 Weeks
Adobe Creative Suite
Figma
Hot Topic is an American retail store for specializing in counterculture-related clothing and accessories, as well as music. The brands aimed towards an audience with an interest in alternative rock music and video games. Most of the audiences ranges from teens to young adults.
However, over time the brand has expanded to more subcultures, and has become a place where consumers could shop any kind of fandom merchandise like Disney, Marvel, Harry Potter, etc.
Hot Topic's branding has not changed much over the years. The brand doesn't have a strong personality or branding.
A full rebranding of the Hot Topic was needed. We wanted to focus on the fandoms and subcultures, but also staying true to Hot Topic origin with an alternative vibe.
Nostalgic
Youthful
Welcoming
Alternative
To create an unique experience and space for subcultures to belong
