TLDR Tech / Design
Pentagram's new identity for denim label Hiut embraces its Welsh heritage
Founded in 2011, Hiut Denim Co. was created to revive the denim-making heritage of Aberteifi (Cardigan), Wales, after local jeans production moved overseas. To better reflect its roots and craftsmanship, the company worked with Pentagram to develop a new visual identity centered on the factory, its workers, and the surrounding landscape. The redesign includes a refined wordmark that incorporates Aberteifi's Welsh name, an updated owl logo, a typography system combining industrial and handcrafted elements, and a color palette inspired by both the local environment and factory setting. Photography and art direction focus on the people, processes, and textures behind production, reinforcing the brand's emphasis on authenticity, skilled craftsmanship, and local manufacturing in contrast to mass-produced fashion.
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