These days, it feels like everyone has a merch line—from influencers and podcasts to brands and side hustlers. But while it’s easy to launch something, it’s much harder to create merch that actually connects.
So how do you build something that cuts through the clutter?
At Hardworth Design, we help brands do exactly that—by focusing on positioning, distinct visuals, and graphics that make people stop, buy, and come back for more. Here’s how:
1. Positioning Is Everything
Before you design a single shirt, you need to ask: Why does this exist?
Who’s it for, and why would they care?
Positioning is your brand’s perspective. It’s what separates you from the noise. If your merch doesn’t stand for something or speak to a specific type of person, it’ll get lost. Fast.
Be bold, be specific, and build a story around your line—not just a logo.
2. Lead With Design That Doesn’t Look Like Everyone Else’s
If your designs look like something from a print-on-demand template site, they’re already invisible.
Use graphics that feel unique to your brand—whether that means custom illustration, unexpected typography, retro airbrush styles, or bold character work. Avoid trends unless you’re putting your own spin on them.
And most importantly: design for wearability and impact. Make graphics that look good on a body, not just a screen.
3. Create a Range That Hits Different
One graphic won’t do it all.
That’s why we recommend launching with at least three different styles—what we call the Mild, Medium, and Mental approach. It gives your merch line range:
- Mild – A clean, simple piece that’s wearable for anyone
- Medium – A standout graphic that feels like the “main drop”
- Mental – The wild, bold, attention-grabber that gets shared and screenshotted
This range invites more people into your brand. Someone might start with the Mild piece and work their way up to Mental over time. And people are more likely to buy multiple items if the designs feel distinct but still connected.
4. Think Beyond the Tee
Your graphics should be able to live across hats, hoodies, totes, patches, pins, stickers, posters, banners, and beyond. Great merch isn’t just about one silhouette—it’s about building a system of brand visuals that can scale across items, seasons, and audiences.
Make sure your designs are flexible enough to adapt—and strong enough to work in multiple formats.
5. Make It Part of a Bigger Brand World
Your merch isn’t just apparel—it’s a vehicle for your brand voice.
Use it to say something. Tell inside jokes. Celebrate your community. Reference your industry. Build characters or icons people can rally around. The more layers you add, the more people feel like they’re part of something—not just buying a shirt.
Want your merch to actually move?
We help brands create bold, strategic graphics that cut through the clutter and connect with real people. Whether you’re launching your first line or leveling up an existing one, Hardworth Design can help you stand out.
