Hearth & Haze

A design concept for a British home wear brand inspired by Nordic design.

A Flexible Visual Identity System | Logo Design | Pattern Design | Vehicle Design

Project Summary

The Client

Hearth & Haze is a new U.K. homeware store that takes inspiration from Scandinavian design for the design conscious professionals living in Urban Environments. This is a conceptual project.

The Brief

Create a new brand identity that can be applied flexibly across instore and physical environments. Develop a supporting tagline and visualisations of the brand applications.

Design Thinking

After careful research of both the Nordic and UK homeware markets, I created visual mood boards and matrices to establish the correct space for the identity. Based on a young professional audience living in urban environments, I concluded I would be designing with an architectural feel to reflect the idea of a built up environment and the home as a physical place within that setting. With a younger professional audience of 25-35 and adjacent affluent millennials identified, the design concept is based on expressions of home, with Hearth & Haze positioned as the Home or home, often playing with the formality and informality of these ideas.

Design matrix diagram showing the geometric combination of lowercase h, uppercase H, and an isometric cube resulting in the final 3D architectural monogram

Monogram Design

The Monogram reflects premium brands while the lowercase and uppercase letters reflect the formal and informal ways we view the idea of our homes. The sharp geometric forms reflect Nordic design ideas and the 3D form brings physicality that reflects the urban environment of the target audience, lending an architectural quality. The Monogram is applied flexibly to express the idea of home in a range of ways across the brand identity applications.

The Outcomes

Top: Horizontal & Vertical applications of the Primary logo.

Bottom: Flexible adaptations of the logo used to reflect different expressions of home across the brand applications (below).

Top: Horizontal & Vertical applications of the Primary logo.

Bottom: Flexible adaptations of the logo used to reflect different expressions of home across the brand applications (below).

Primary Logo & Extended Brand Marks, Primary Teal: Balance, Trust & sophistication, Extended Colours: Warm & Nostalgic, Like Your Favourite Summer Holidays