HOFU : HOUSE OF ABUNDANCE

• WICKLOW, IRELAND
• 2023
• Brand Design, Art Direction, Packaging Design, Web Design, Copy Writing, Brand Strategy, Product Design

Working with fashion industry expert Ann-Marie Woods on bringing her own fashion brand to life, was a wonderful creative journey that explored passion, authenticity, ingenuity and sustainability.

We got to work on name generation, identifying early on the key vales Ann-Marie wanted the Fashion House to embody. In Japanese, the word ‘hofu’ means ‘abundant’ and at the heart of the brand was a love of, and a commitment to, living a life of abundance and joy. “House of Hofu” was founded in response to a changing world and a shift in the zeitgeist as individuals refuse to be limited by traditional societal structures.

We developed a unique aesthetic with the letterform, allowing it to play in position and orientation, using vibrant colour accents to represent the linguistics and also life force of the brand as non-conformist.

Working with an Illustrator to design the patterns for the kimonos and scarves, we designed the perfume oil packaging with a lean on luxury, whilst ensuring everything was as close to carbon neutral as possible – the substrate boxes, printing process and recycled swing tags.

Art directing the shoot was brilliant and we had the best possible weather – from garment selection, jewellery, hair, make up to shot direction, we ensured the brand had the best shots for advertising and packaging, as well as real-time footage for socials and ready-made 30 sec reels for consistent distribution.

The website we originally created was for impact and presence with stockists and investors, full of the dynamic passion of Founder Ann-Marie and since refined for strategic eCommerce best practice.