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Elliott Moody
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Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT


Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT
Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT
Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT
Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT
Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT
Hugmun create a transparent identity system for environmentally-friendly skincare brand UKVIAT

Born in Poland but available worldwide, skincare brand UKVIAT offer natural cosmetics that “give back more than they take from the planet;” beginning with a range of three facial serums. At least 2% of the revenue from their carefully researched and responsibly sourced products is donated to environmental organisations that help cleanse marine ecosystems, secure biodiversity in forests and support wild bees.

Taking inspiration from the brand’s name, which is inspired by the Polish word for flower, Copenhagen and Poznań-based design studio Hugmun created UKVIAT’s identity to reflect the purity of their environmentally-friendly ethos. This is distinctly reflected in their designs for the brand’s packaging, aiming to feel as open and transparent as possible through the use of simple typography and negative space, as well as bright colours derived from the facials serums themselves.

At the core of the identity is a bespoke sans serif wordmark – the construction of which was inspired by a number of different typefaces. “We used several fonts and glued them together,” Hugmun’s founder Tomasz Pawluk reveals, “I am joking a bit, but it is actually true.” The result is an ultra-minimalistic piece of lettering that, while being deployed as the largest piece of content across the brand’s packaging, fits seamlessly into its environment and lets its accompanying colours do the talking.

The wordmark is supported by the choice of CoType Foundry’s RM Neue – a utilitarian grotesque that was first drawn in 2011 as part of a rethink of the Royal Mail’s identity. “It works very well in full blocks of text,” Pawluk tells us, concluding that “its simplicity gives very nice rhythms when designing printed things but also in digital, it’s very practical.”

Graphic Design
Photography
Styling

Joanna ZIemowska

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