HLUT

HLUT is an antique furniture store in South Korea carrying western vintage design furniture. The store has wide range of collections like the mid 20th century danish bookshelves to Gustav Stickley's mission collection. The brand name is an abbreviation of 'Holz Leder und Textilen' ('wood, leather and textile' in German) holding the brand's aspiration to expand its sale-items in those materials in the future.

To mimic the core of furniture's purpose, functionality with beauty, the brand has various types of logos. When the main logo and sub logo are used together, the brand can have the feeling of industrial modernity and craftsmanship at the same time. The first set of furniture HLUT displayed at the showroom includes many tables and it inspired us with the black frame for the brand identity. It connotes how furniture builds / constructs our living / working spaces safe and cozy like a personal fort. We spend many hours bringing different design contents together to have them make one unified branding voice. Three side black frames and the ivory color helped a lot to combine them together carrying the nuanced classic character of the brand.

[collaborator   Jiwon Yoo︎︎︎]
[Design, development, space direction, production, packaging, photo & publication]
[Seoul, South Korea]
[2021]

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