Hiut Reborn, A Masterclass in Place Led Branding
As a branding curator, I applaud Hugh Miller at Pentagram for a rebrand that feels inevitable and earned. It roots Hiut in Aberteifi, honouring local craft and industrial heritage. The identity foregrounds makers, not trends, celebrating the factory, its people, and the landscape. Typework does heavy lifting, pairing utilitarian Founders Grotesk with a handwritten Makers Font drawn from makers’ signatures. The redrawn wordmark, with Aberteifi beneath, anchors the brand in place and language. A friendlier owl mascot balances grit with warmth, giving the brand a human, memorable mark. Photography and textures extend the story, making craft feel tangible across touchpoints.
Beyond visual details, the project is a manifesto for responsible heritage branding, practical and poetic. Miller’s approach preserves craft authenticity, while giving Hiut a contemporary, coherent platform to grow. Art direction by Jess Ellis and Cat Garcia captures everyday beauty on the floor and coastline. Typography, colour and texture work together to tell human stories, not just sell product. The rebrand is a lesson for studios and founders who seek meaningful, place led identity. See how craft, language and design combine to revive a town and inspire brand thinking. This is essential reading for those who value rooted storytelling today.
Source: www.creativeboom.com
