HUCKHL
Branding for a new up-market brand specialising in limited-edition scarves and textiles.
![A beautiful Huckhl scarf draped around a hanger. A beautiful Huckhl scarf draped around a hanger.](https://mr-smith.design/wp-content/uploads/2021/02/Huckhl_scarf_hanger_1920wide-scaled.jpg)
The brief →
The ultra-talented photographer Elsa Young approached me when she needed a name and branding for her new scarf and textile venture. She was looking for an evocative, approachable and unique name, and an identity to support it that would be fresh and contemporary but steeped in tradition.
The brief →
The ultra-talented photographer Elsa Young approached me when she needed a name and branding for her new scarf and textile venture. She was looking for an evocative, approachable and unique name, and an identity to support it that would be fresh and contemporary but steeped in tradition.
![Huckhl poster Huckhl poster design in frame against white wall](https://mr-smith.design/wp-content/uploads/2019/04/mrS_huckhl_poster_1080x810.jpg)
The solution →
After supplying a few name alternatives and the rationale behind each, Elsa and I agreed on Huckhl, a name we were both instantly drawn to. It’s gutturally textured, weighty yet soft, and original.
I created a bespoke typeface for the name which is all about the contrast between its square corners and voluptuous curves. The symbol itself is an abstract H made up of interwoven threads, with an optical-illusion diamond shape hidden in its centre.
The solution →
After supplying a few name alternatives and the rationale behind each, Elsa and I agreed on Huckhl, a name we were both instantly drawn to. It’s gutturally textured, weighty yet soft, and original.
I created a bespoke typeface for the name which is all about the contrast between its square corners and voluptuous curves. The symbol itself is an abstract H made up of interwoven threads, with an optical-illusion diamond shape hidden in its centre.
![Huckhl animation Huckhl gif animation showing the design thinking and process behind the logo](https://mr-smith.design/wp-content/uploads/2021/02/mrS_huckhl_animationLAYERS_combined_1080x608_3.gif)
![Huckhl logo - reversed Huckhl logo reversed out of beautiful bracken image](https://mr-smith.design/wp-content/uploads/2019/04/mrS_huckhl_logo_1080x608_2.jpg)
![Huckhl brochure cover Huckhl brochure cover](https://mr-smith.design/wp-content/uploads/2021/02/huckhl_book_cover_stitched_lightbottom_1920wide.jpg)
The design was rolled out to labels, luxury ribbons, tissue paper, letterpressed price tags and business cards, invitations, posters, brochures and a complete range of stationery.
![Huckhl ribbon and care card Huckhl ribbon and care card design against patterned background](https://mr-smith.design/wp-content/uploads/2019/04/mrS_huckhl_tagribbon_770x578_2.jpg)
![Huckhl tag Huckhl embroidered scarf tag design](https://mr-smith.design/wp-content/uploads/2019/03/mrS_huckhl_tag_770x578.jpg)
![Huckhl tissue paper Huckhl scarves: tissue paper design](https://mr-smith.design/wp-content/uploads/2019/04/mrS_huckhl_tissuepaper_green_1080x810.jpg)
![Huckhl_ribbon&drawing_1400wide](https://mr-smith.design/wp-content/uploads/2021/02/Huckhl_ribbondrawing_1400wide.jpg)
If you’re looking for the best you’ve just found him! Russ is talented, smart, intuitive, an absolute pleasure to collaborate with, and always strives to do the best job possible on projects of all shapes and sizes. He has helped bring various of my brands to life with great success, and I love working with him.
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