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 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.

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.

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.