Horribly Devoted
Brand identity
Rebelling with Purpose: How Horribly Devoted Built a Brand That’s Both Disruptive and Deeply Thoughtful.
In an era where sustainability is often a checkbox rather than a movement, Horribly Devoted is an anomaly. Born in Berlin’s creative underground, the brand doesn’t just upcycle leather; it builds a narrative around personal expression, rebellion, and craftsmanship. By weaving together sustainability, slow fashion, and a playful-yet-subversive identity, Horribly Devoted has crafted a brand that attracts those who see fashion as a statement rather than just an outfit. But how does a brand like this carve out a space that’s both commercially viable and culturally significant?
The Challenge
The fashion industry is oversaturated with brands claiming sustainability while mass-producing goods. Horribly Devotedneeded to stand apart—not just through its materials, but through an unmistakable personality that could cut through the noise. The goal was to build a niche but devoted (pun intended) audience that resonated with the brand’s rebellious-yet-nurturing ethos.
Team
Horribly Devoted
Art Direction & Design
Lind Haugaard
Photograpy
Junshen Wu
Styling
Victoria Loos
Yannic Moeken
Animation
Lind Haugaard
3D Animation
Julia Sukop
Denny Eilert
Collaborators
Marie-Carmen Kreutzfeldt
(Make-up)
Polly Bogomolova (Model)
Kartini (Model)
Mahita
(Model)
A Strategy Built on Individuality
The brand’s foundation was built on a few core pillars:
Authenticity & Storytelling: Every piece tells a story, whether through the upcycled materials or the deeper inspiration behind the designs. It’s not just a choker; it’s a statement.
Exclusivity & Slow Fashion: By focusing on made-to-order, unique accessories, Horribly Devoted fosters a sense of individuality and scarcity—making each piece feel special.
Brand Personality & Voice: Balancing between the archetypes: 40% rebel, 40% caregiver, and 20% jester, the brand speaks in a way that’s both disruptive and warm, offering a space where rebellion meets belonging.
Cultural Integration: Instead of chasing trends, the brand positions itself alongside subcultures—performance artists, underground music scenes, and avant-garde fashion lovers.
Designing an Identity That Resonates
Unapologetically Bold Aesthetics
The brand’s visual identity blends rawness with refinement. The logo deliberately avoids rigid perfection, mirroring the handcrafted nature of its products. Inspiration pulls from ‘70s acid rock, graffiti-style branding, and the skate-punk DIY aesthetic, ensuring that even the branding itself feels like an act of defiance.
A Mantra That Champions Individuality
More than a tagline, the ethos ‘You’re a Rockstar, Darling.’ runs through every aspect of the brand. It’s a call to those who don’t fit neatly into society’s boxes—to embrace their uniqueness through fashion. Whether in their workshops, product names, or marketing, the brand doesn’t just sell accessories; it sells identity.
Growing a Community, Not Just a Customer Base
Tapping Into Niche Subcultures
Rather than chasing mass adoption, Horribly Devoted focuses on smaller, deeply engaged communities. Collaborations with up-and-coming musicians, artists, and designers allow the brand to tap into networks of tastemakers who amplify the brand’s reach organically.
Using Playfulness to Disrupt Sustainability doesn’t have to be boring.
The brand injects humor into its messaging (“Horribly Devoted to Leather and Cream Cheese” or “Horribly Devoted to Annoying My Tax Accountant”), adding a layer of playfulness that makes it more accessible.
Why This Approach Works for Any Fashion Brand Looking to Stand Out
This project wasn’t just about designing a brand; it was about creating an ecosystem where rebellion, craftsmanship, and storytelling could thrive. The approach behind Horribly Devoted offers key insights for anyone looking to build a truly distinctive brand:
• Blurring the Line Between Fashion and Identity – Clothing should feel personal, almost like a declaration. Design brands that offer more than just aesthetics—they should reflect personality and values.
• Creating Systems, Not Just Looks – A strong brand isn’t just about one logo or campaign. It’s about a system where every visual and verbal touchpoint contributes to a larger story.
• Balancing Structure with Creative Freedom – While a brand should be recognizable, it also needs room to evolve. Designing flexible brand systems allows for ongoing reinvention without losing core identity.
• Injecting Humor and Playfulness – Especially in industries that take themselves too seriously, a bit of rebellion and humor can make a brand stand out.
• Cultivating Community Over Customers – The most powerful brands are the ones people feel a part of. Building engagement through niche communities leads to lasting brand loyalty.
For brand owners looking to build something iconic, Horribly Devoted is a perfect example of how bold creative direction, strategic storytelling, and cultural awareness can create a brand that doesn’t just sell products—it builds a movement.