For the Amsterdam-based label, Hammam Thirty Four, I created a complete rebrand, from visual identity to brand photography. The idea started with the word Hammam “spreader of warmth.”

I wanted to translate that sense of serenity, ritual, and connection into a visual language that feels both grounded and refined. The number 34 refers to Istanbul, the cultural heart of Anatolia and the birthplace of the brand’s hand-loomed textiles. Together they form a story of heritage, craft, and mindful living.

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I built a visual world around natural textures, earthy tones, and timeless typography. The logo highlights a distinctive diacritic Ḥ, a subtle nod to Turkish language and tradition, creating a mark that’s both elegant and rooted in origin. By combining a classic serif with a clean modern sans, the identity feels balanced, minimal, and warm.

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For the brand photography, I focused on softness and atmosphere. Natural light, tactile materials, and quiet compositions reflecting the slow-living philosophy at the heart of Hammam Thirty Four.
Every image evokes a sense of calm, warmth, and connection, as if you can almost feel the texture of the fabric and the stillness of the moment.

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The rebrand positions Hammam Thirty Four as a thoughtful, contemporary lifestyle brand, one that embodies peaceful living, craftsmanship, and conscious design. A brand that invites you to slow down, breathe, and reconnect — with nature, with craft, and with yourself.

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Collaboration — Marieke Verdenius