HUGO Furnishing and Design
The currency of craftsmanship and collaboration
Conceived in 1983, HUGO is a leading original design manufacturer in the realm of fashion furniture. When the founders reached out to us, we worked together to overhaul their business direction and approach to branding and communication. This means presenting a youthful and refined brand personality that encapsulates HUGO’s new vision of looking beyond conventional ways of doing furniture. We wanted to create an experience where structure, texture, and functionality is refined through innovation, collaboration and craftsmanship. To do this, each brand component was dialled down to the basics, starting from ground zero. Angular cues from furniture design were incorporated into the brand’s logotype, while monochromatic colours were used to anchor our design language, thus, keeping it simple, bold, and fun. This culminated into graphic icons and a logotype that is future-forward yet relevant in the industry. Through this journey, we learned that a successful collaboration with our clients broadens both our horizons. It is a symbiotic process where we learn from one another, from the complexities of furniture production, logistics, and sales, to the fundamentals of design, branding, and identity.
Scope of work:
Art Direction | Brand Identity | Brand Strategy | Wayfinding System
