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Pentagram’s new identity for denim label Hiut embraces its Welsh heritage
Pentagram's new identity for Hiut Denim highlights the brand's strong connection to its Welsh roots, emphasizing local heritage and craftsmanship. This approach can inform brand strategy by reinforcing authenticity and community ties, which resonate with consumers seeking meaningful connections with brands.
Design Week: The coastal town of Aberteifi, also known as Cardigan, carries a unique denim heritage. During the 1960s, its first jeans factory employed more than 400 local people and produced over 35,000 pairs a week. Production eventually moved offshore in 2002, leaving behind decades of accumulated knowledge and skill.
The article discusses a significant rebranding effort by a well-known design firm that emphasizes heritage, which is impactful and relevant for brand professionals, though the focus on local identity is a common theme in branding.