Wasted Hour
Wasted Hour is a Hamburg-based concept store focussing on contemporary and sustainable fashion. It was founded in 2018 by Martin Hufnagel as an online store offering a curated selection of well-established brands and emerging designers. A new visual identity was created to celebrate the opening of Wasted Hour’s first stand-alone physical presence in the heart of Hamburg.
The design concept »Deconstruction of time« is inspired by the brand’s name and uses time-related elements throughout the experience.
The logotype takes inspiration from roman numerals as well as the tapering shape of clock hands of classic dials to create a sophisticated and timeless look. The reference marks of the clock face are used flexibly throughout the layout system and the brand’s touchpoints.
created by
Patrick Carlet
Martin Hufnagel
Nele Schäfer
Mattis Dallmann
Photography by
Lina Mackeprang
Silke Schlotz