Hill and Friends
Hill and Friends, the fashion and accessories brand founded by Emma Hill CBE and Construct founder Georgia Fendley, launched at London Fashion Week with a brand identity, brand palette, packaging and digital identity created by Construct.
The brand identity consists of a simple, clean san serif typographic logotype held in a lozenge shaped device inspired by old railway sign formats, the logotype is used alongside a series of characters created by Construct for the brand. The characters include a walking cloud, heart, star and apple in an idiosyncratic style which plays homage to Hills obsession with Keith Haring and Mr Men.
The palette is a clean white with black line and neon pink highlights. Neon pink is the signature brand colour and features on business card edges, stationary, packaging linings and care bag cords.
The brand illustration style is used to bring an element of playfulness and personality to all touch points from customer services to digital communications.
After creating the identity, Construct helped bring the brand to life via a launch event at London Fashion Week. Construct and Hill and Friends took over Claridge’s and turned the London icon into ‘Hotel Hill and Friends’ for a day. The entrance was covered in overgrown natural foliage flocked and sprayed in the brand's signature neon pink and Bellboys dressed in Hill and Friends branded uniforms stood sentry to greet guests on their arrival.
Once seated at the Hill and Friends all pink breakfast table, guests enjoyed friendly breakfast cookies in the shape of fried eggs, rashers of bacon and buttered toast complete with happy Hill and Friends faces. Whilst guests feasted on their breakfast treats, the Hill and Friends Bellboys carried the new collection around the room on silver trays, luggage trolleys and even accompanied by miniature ponies in the signature livery, all of which gave a nod to the Hill and Friends irreverent charm and overall brand ethos of Friendly Fashion.
Hill and Friends also approached Construct to create a new brand marque to communicate the brands commitment to 100% made in England manufacture.
Construct imagined an ‘inside out’ approach to branding, using the concept of the honesty of an inner label or makers marque and bringing it proudly to the outside of the product, replacing the usual brand logotype.
The result is an oversize typographic marque celebrating manufacturing craft and origin with a simple, bold transparency. The concept is focussed on ‘Made in England’ and the resulting typographic grid is designed to be used flexibly as a blind embossed product stamp or placed oversized over imagery, to boldly claim responsibility for sourcing and manufacture in communications material.
To coincide with this change Hill and Friends launched a new product collection with a similarly deconstructed, minimal and timeless functional aesthetic. Construct art directed the model shoot, reflecting the new mood with a fresh take on perspective and beautiful utility, using relaxed styling to create a boldly simple, product focussed, aesthetic.