Christopher Doyle & Co.’s bold identity for Huch invites us to a cosy cabin in the wilderness
Huch is a hospitality service offering architecturally-designed cabins that provide “relaxed luxury in the wilderness.” The Australian company aims to help visitors reconnect with nature whilst also “shining a light on the local community.” Before the first set of cabins were built, Huch approached Christopher Doyle & Co. to create both the visual and verbal identity.
The Sydney-based studio were tasked with creating a name, visual system, and verbal identity that reflects Huch’s vision: “To create accommodation that would offer the architectural quality and comfort of a hotel suite yet leave no trace within their environment.” The studio delivered a brand identity that combines the bold, minimal, and sophisticated pillars of Huch’s ethos.
At the heart of the identity is the Huch wordmark, which features a visual reference to the traditional pitch roof house within the letter ‘H.’ It serves as a multi-purpose motif; “used to present imagery, messaging, and function as a stand-alone logomark.” It can be seen framing idyllic scenes of cosy campfires and serene woodland; acting as a window to the great Australian outdoors.
The wordmark is made from a customised version of R-Typography’s Flecha, chosen to emphasise the luxurious side of the brand. To complement the wordmark, headlines are set in the friendly sans serif Founders Grotesk X-Condensed. “It’s not a cheap, camping experience, they are architecturally designed cabins, so we wanted the type to reflect that sophistication.” Creative Director and Founder Christopher Doyle explains. “Once we had that we wanted to offset it with a bold, sans headline font. Founders, once again, delivering,” Doyle adds.
The brand is tied together with a “rich, nostalgic palette.” Designed to evoke “traditional outdoor experiences,” the vibrant colour choices derive from the elements; featuring warming yellow and orange hues (‘sand’ and ‘ember’) alongside cool leafy greens and calming blues (‘stone,’ ‘fern,’ and ‘midnight’).
The brand’s verbal direction, like its colour palette, is warm and welcoming. It also aims to emphasise the cabins’ small designs. “We wanted to communicate feelings of escape, nature, and local community, but also luxury and sophistication,” Doyle recalls. “As considered and crafted as the cabin designs are they are still minimal and small, so the tone of voice also had to convey that concept but without feeling basic,” he concludes.