Hiut Denim

About the project +

Visual identity and art direction for a company making beautifully crafted premium denim from its family-run factory in Aberteifi, Wales.

Brand IdentityCampaignsFashion & Beauty
HIUT
Selected work

Recent projects

Mastercard
Brand Identity
Rolls-Royce
Art Direction
Windrush
Editorial
24
Partners
5
Studios worldwide
1972
Founded
Controls

Links, buttons & fields

A text link About the project + Search Disabled Brand Identity
A text link About the project + Brand Identity ← hover (underline fills red #e61428; well darkens)
Search projects… Search projects… ← recommended focus ring (site suppresses it — anti-pattern)

The signature interaction: links carry a grey 1px underline that animates to red #e61428 on hover. The chrome is otherwise monochrome; controls sit at a 4px radius with zero shadows.

Typography

One grotesque: Plain

Wordmark · serif logotype · ~22px · 500Pentagram
Project title · Plain · 52/54.6 · 400 · -1.04pxHiut Denim
Nav / wordmark text · Plain · 19/25 · 500Work · About · News · Contact
Section head h2 · Plain · 16/20 · 500Recent projects
Body / description · Plain · 16–19/20 · 400Visual identity and art direction for a family-run denim company.
Search overlay · Plain · 32/38.4 · 400Search the archive
Palette

Monochrome plus one red

Text
ink#1a1a1a
grey#767676
faint#8c8c8c
on-dark#ffffff
muted-alphargba(0,0,0,.56)
Surfaces
white#ffffff
grey-band#e3e4e5
dark-band#222222
black#000000
chip-wellrgba(0,0,0,.07)
button-well#e8e8e8
Borders
border-strong#333333
border-hair#e3e4e5
Accent (hover only)
accent-red#e61428
Depth & motion

Flat: zero shadows

4px dominant
8px
9999px tag
no shadow — 1px hairline
1px #333333 border
overlay backdrop-blur

House transition all 0.3s cubic-bezier(0.4,0,0.2,1), driven by GSAP; keyframes include animated stat counters (updownNumber) and Swiper carousels. Depth is refused entirely — no box-shadows anywhere; overlays use backdrop-blur (7.5/15/50px).