HOV

Identity design / 2023

Hov is a small and very young crochet business that hasn’t officially launched yet. It all started by accident - a car crash and an injury left the owner of Hov glued to her couch for three months. Bored out of her mind, she picked up crochet. By the time she was able to walk freely, she was out with her bags in hand, and her friends loved them. Their friends loved them too, and that’s how it all started. Hov is a symbol of the domino effect of life - how one unfortunate event can unexpectedly lead to a newfound passion.

The visual Identity:
Hov is a very simple and understated brand, and that’s exactly what the owner wanted the visual identity to reflect - something down-to-earth. The color palette is made up of green and beige: green for renewal and positivity, beige for simplicity and groundedness. The logo is a custom font that’s both organic and solid. It’s a modern serif with a fluid, almost handwritten expression, capturing the essence of Hov - a yearn for something more, yet rooted in simplicity.

The imagery is quirky, approachable, and analog, with a “living in the moment” attitude. By using an analog camera to capture photos, the owner ensures each shot has a unique, cohesive look and feel, giving the brand a personal touch that feels authentic and lived-in.

Client / HOV
Visual Direction / Signe Jørgensen
Photo / Signe Jørgensen