Haints & Hoodoo

About This Project

Our goal was to create something that spoke of locality and native to its birth. A “haint” is a spirit specific to Charleston’s coast, where so many residents of the southern coast painted their porch ceilings a “haint” blue. Hoodoo was a specific spiritual practice of the Carolina slaves hidden from the surveillance of plantation owners. Andrea embeds these rich cultural histories of the past and the long gone, with whimsical tales, and fun retellings.The design direction uses illustration and custom identity elements to give the brand its own character, balancing narrative detail with a recognizable visual signature.

The result is a brand expression that embraces the unusual rather than smoothing it away, creating a memorable identity built around story and personality.