Optimo Hats is rich with history and culture. Founder, Graham Thompson, was an apprentice of Johnny Tyus, a famous hatmaker on Chicago’s south side. Fascinated by the process and learning of Johnny’s retirement after 42 years in the business, Graham bought Johnny’s Hat Shop at the age of 22 and renamed it Optimo Hats. The hat molds and machines date back to the early 1900s and are still being used in his shop today. He calls it a “working museum.” We honored this heritage with a classic visual identity that uses old-world printing techniques. Since each hat is crafted by hand, we gave their hat box the same details with write-in blanks for the hat specifications and letterpressed care instructions. Parchment papers, serif typefaces and embossed treatments are used to match the timeless quality of their hats and process.