Hug visual identity and packaging.
A passion project born from the search for warmth, Hug creates bespoke handmade knit-wear for the cold and alone. By pairing melodramatic photography with a theatrical tone of voice, the resulting brand identity is a caricature of the hopeless romantic. Earth tones and heavy focuses on texture create the feeling of a cozy and welcoming embrace while a custom typeface and simple visual system seek to elevate the brand as a whole.
A custom typeface was created inspired by the twists and folds of yarn.
Mailers were created to ship the scarves door-to-door featuring a custom anecdote printed on the inside cover by local poet, Katie Belloff.