Hōkō: Creative Direction – 2015
Giving an minimalist menswear shop an identity.
The Brief:
Hōkō was established with a curatorial approach in mind. Bringing the best mens clothing from around the world into one space and creating an experience that the high street didn’t offer.
Hōkō wanted to focus on the products they carefully selected and wanted to move out of the way as much as possible. However they also knew they were in need of an identity that would bring their brand attribution when seen.
We created an elegant logo and simple typographic framing device allowing us to focus on the clothing while gaining visual attribution.
This typographic framing concept ran across all touch points of the brand from shop fronts to printed materials to the website.
The clothing brands created product imagery hōkō used so they wanted an art direction that they could own and spoke to the considered and architectural approach to the curation of the Hōkō product. We created a striking look that stood out from the high street. We coupled imagery with graphic experiments to bring a playful edge to the work.
In store
The website maintained the minimalist aesthetic and typographic frame concept was maintained online. Each page of the site functioning as efficiently as possible with the minimum fuss.
