WorkGraphic Design

A new brand identity for the Hoon Leather Shop by Paris-based Say What Studio

Paris-based Say What Studio was recently commissioned by Hoon – an independent French fashion label specialising in leather – to create a new brand identity for the launch of its first shop. Crafting the logotype, branding, editorial design and website, it's a smart and clean identity that successfully establishes Hoon as it celebrates its 10th anniversary this year.

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Hoon brand identity design by Say What Studio displayed flat lay, including business cards, letterhead, kraft envelope and product photography sheets on grey background

Say What Studio is run by Benoit Berger & Nathalie Kapagiannidi. Bound by a common passion, the pair founded the studio after graduating from the ECV school. Discover more at www.saywhat-studio.com.

Photography by Violaine Carrère

Hoon branding materials including a white business card with diagonal layout and a brass fastener, displayed on a split grey and white background
Hoon brand identity materials displayed flat, including tan folder, product photograph, and specification sheets with typography and colour information
Four portrait photographs showing models wearing different coloured leather jackets and white trousers against white backgrounds, displayed as framed prints on a gallery wall
Hoon leather jackets displayed front and back on a branded lookbook alongside design documentation and navy jacket with red and white stripe detail
White letterhead and kraft paper folder with button closure showing Hoon's minimalist brand identity by Say What Studio
Hoon leather shop business cards featuring minimalist branding and contact details on a split grey and white background
White and tan branded materials for Hoon leather shop, featuring the logotype on a white cover and tan slipcase with vertical text
Open magazine spread showing a blank left page and right page featuring a person wearing a black sweatshirt with "HOON" text and mustard yellow trousers
Hoon website homepage displaying a model wearing a dark navy leather jacket against a minimalist white background
Hoon website homepage displaying a grid of eight leather jackets and outerwear on hangers in various colours and styles
Hoon website displaying a navy leather jacket with red and cream striped detail on a wooden hanger, with product information and pricing visible on the left side
Black and white photograph of Hoon leather shop storefront with display windows showing jackets and a neon logo, two people visible inside and outside the entrance
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