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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.

Agency: Independent / Self
Client: Hug
Role: Lead Design, Art Direction, Illustration
Photography: Lauren Nester
Styling: Katie Belloff

 
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A custom typeface was created inspired by the twists and folds of yarn.

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OOH

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Mailers were created to ship the scarves door-to-door featuring a custom anecdote printed on the inside cover by local poet, Katie Belloff.

 
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Social Feed

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