This brand was going to be an offshoot of an existing brand within the client’s parent company. Therefore they wanted the brand to be distinctive enough to recognise as being a new entity but also borrow some of the parent company’s DNA in order to retain some of its existing brand equity. It was also going to be challenging to create a brand that would stand out from a very competitive furniture market.

We worked closely with the client to design a beautiful word mark as the anchor of the brand. We chose a thin, wide font to make the word mark look and feel classy. The type choice also mimics the minimalist nature of the brand and the products that it produces. To add a little flair to the word mark we subtracted a side from each of the A’s. This was also a play on the letters to represent the ‘#’ symbol. The color palette of the brand is a simple black, grey and white combination, while the body text is a beautiful serif font. For the advertising elements, we made sure to include a human element, because we wanted to drive home the fact that Hashtag creates human centered products.