A new identity for Hiut draws on the rich denim heritage of Aberteifi (Cardigan), where a thriving factory once employed over 400 people and produced 35,000 pairs of jeans each week. Although manufacturing moved offshore in 2002, the town’s craftsmanship endured.

Founded in 2011, Hiut set out to revive these skills, focusing on quality, authenticity, and community over passing trends. The brand is shaped by its environment, taking cues from the factory, its makers, and the surrounding Welsh landscape.

Designed by Hugh Miller of Pentagram, the identity reflects Hiut’s core values, balancing industry with nature and utility with craft. A refined wordmark and the distinctive owl logo convey resilience and character, while typography and imagery emphasise both precision and artistry.

The result is a cohesive, elevated visual language that strengthens Hiut’s story while remaining rooted in its people, place, and enduring craft.