DEN
Illustrations, Florence Rivest
Cabin photography, Brandon Schulman
Cabin photography, Brandon Schulman
Identity work for Den, a brand born from a DIY spirit, offering architectural plans and ready-to-assemble cabin kits meant to ease the path towards building an affordable and beautiful cabin, little to zero experience required.
The brand identity, from the name to the packaging, was built from a down-to-earth approach that reflects the essence of the product: bold self-assurance, thoughtfully considered space, and spirited visuals.
The brand identity, from the name to the packaging, was built from a down-to-earth approach that reflects the essence of the product: bold self-assurance, thoughtfully considered space, and spirited visuals.
The main inspiration behind the design system is my dad’s home repair manual from the 70s: pragmatic layouts with ample use of negative space and solid blocks, a rich color palette, and an overall sense of clarity.
A set of illustrations, also informed by home repair and building manuals, was developed to express the brand values. Taking the form of simple drawings focused on manual actions, they are infused with a clever sensibility distinctive to their creator.
What started out as simple icons were made into ready to frame posters.
What started out as simple icons were made into ready to frame posters.
Pictured: the first in a series of publications both practical and light-hearted exploring the tenets of cabin building. This one introduces Den’s manifesto as its centerfold. The guide makes extensive use of the no-nonsense graphic system and comes full circle with the initial visual inspiration for the project (thanks again dad).
