SOUTH HEM
South Hem is a winter sporting goods product supplier specialising in unique snow skis, snowboards and extreme and adventure sports products that they have exclusive rights to selling in the Southern Hemisphere (hence the name). They were after an edgy and grungy style brand that was to be aimed at a young demographic - most gen X and Y. The arrow form was used as a directional brand to represent pointing towards the Southern hemisphere. The red grunge inspired frame and type has a scratchy/jagged feel to best represent the South Hem image and their customer base.
