Haul Rebrand
The goal
Haul is Amazon's destination for incredibly low-priced products, built for Gen Z and deal hunters.
As the brand grew, its visual identity became cluttered and unfocused, competing with the very products it was meant to showcase.
We set out to bring clarity back to the brand, while matching the energy and excitement of discovering a deal.
The Solve
When everything shouts, nothing stands out.
Rather than reinvent Haul, we refined it.
We preserved the strongest elements of the original identity while replacing visual noise with focus, creating a bolder, simpler system that ties back to Amazon.
The Results
We developed a robust scalable design language that balances consistency with flexibility.
Shapes frame products, emojis add personality and motion brings energy, creating a recognizable identity that feels fresh wherever Haul shows up.
Role: Creative Director
Agency: Koto
