Pentagram's Hugh Miller creates new brand identity for Welsh denim label Hiut
By
Katy Cowan
Summary
Pentagram partner Hugh Miller has designed a new visual identity and art direction for Hiut, a premium Welsh denim label based in Aberteifi (Cardigan). The rebrand reflects the brand's core contrasts: industry alongside nature, utility alongside craft. Hiut operates from a family-run factory in a town with deep denim history — a former jeans factory that employed over 400 people and produced 35,000 pairs weekly until production moved offshore in 2002. The new identity includes a typeface drawn from the makers' own signatures, honoring the brand's stubborn commitment to bringing jeans-making back to Wales.
Source
Creative BoomPentagram's Hugh Miller creates new brand identity for Welsh denim label Hiutcreativeboom.comKey quotes
· 3 pulledThere's a lovely bit of stubbornness at the heart of Hiut, and the brand's new look finally does it justice.
The town – also known as Cardigan – has denim in its bones.
The new identity leans into the contrasts that make Hiut what it is: industry alongside nature, utility alongside craft... right down to a typeface drawn from the makers' own signatures.
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