Hug visual identity and packaging.
Agency: Independent / Self
Client: Hug
Role: Lead Design, Art Direction, Illustration
Photography: Lauren Nester
Styling: Katie Belloff
Client: Hug
Role: Lead Design, Art Direction, Illustration
Photography: Lauren Nester
Styling: Katie Belloff
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 premium aspects of the products.
