HOOG - projecttSTUDIO

HOOG

Brand identity refresh for a Bangkok-based furniture company. With years of craftsmanship experience working with local artisans, Hoog aims to expand their products to a wider clientele outside of the design community.

The logo design combines all characters with subtle hints of signature pieces within the curves that connect each letter. Representing the company’s specialization in combining wood with other materials to create unique pieces that showcase passion for design and craftsmanship.

‘Hoog’ is the Thai sound that an owl makes. The negative space within the two O’s are designed to represent the eyes of an owl. It is incorporated into the brand marque and used across brand assets and collaterals.