With a symbol that brings “the flavour,” Parker whips up a well-seasoned identity for Holcomb

Holcomb makes everyday kitchen objects of exceptional quality, elevating the act of cooking. To create an identity that both captures their expertise and also embodies their expansion and growth, the brand collaborated with Seattle-based design studio Parker. Following the simplicity of the forms of its range of products – which includes a stone pepper mill and a salt cellar that flaunts beautiful patterns of ash wood grain – the studio crafted a no-nonsense identity that fits right into the Holcomb world.

The brand is led by the restrained wordmark that can take pride of place on the packaging or the website, or just as easily slip into corners and details. “The initial take of the wordmark was set in Lausanne, and then we customised it lightly for a more bespoke feel, while still keeping it quite understated,” shares Graphic Designer Grey Larson. “As an ingredient in the overall system, the wordmark is intended to skew more industrial, being able to be applied in large sizes, while still being flexible enough to melt into the background in a nondescript way, letting the products, photography, and more expressive elements of the brand shine through.”

To support the hardworking wordmark, the team chose Super from Grilli Type as the secondary typeface. “We felt a need for something softer and classically beautiful (with a modernist twist), and Super was a perfect fit for that. It sits right into that classic ’70s era look that our illustrations also harken back to,” adds Senior Graphic Designer Mason Peterson.

The illustrations, with fine outlines and solid washes of white that are silk-screened on kraft paper, add a technical tone to the brand, speaking to its dedication to craftsmanship. Set in a 1:1 ratio, it provides Holcomb’s customers a quick, yet comprehensive idea of the product – without leaning on photography, as most brands do – even before they’ve unpacked it. Also seen on the packaging is the one flourish that the otherwise pared-back brand allows itself – a symbol of a cursive ‘H’ that adds a dash of playfulness. “The overarching brand system was intended to be rather utilitarian from the start,” Peterson explains. “The symbol does its part within the brand system to add a bit of personality and flavour (pun intended) to the brand, as well as represent the gestural and often messy nature of cooking.”

Parker

Holcomb