howies is an ethical outdoor clothing company based in Wales. They are passionate about quality and craft every item of clothing to last – the very antithesis of fast fashion.
However, over a period of time it was felt that the brand had lost some of its original personality and we were asked how we could help breathe new life into the howies website.
This started a process of creative thinking that led us to a solution that would enhance every touchpoint of the brand, not just the website. The solution went beyond digital presence and saw the creation of one key asset that would be used across all aspects of the business.
An ownable typeface – created out of the Welsh countryside, literally.
Using a fallen Welsh chestnut tree, we carved, brushed, burnt and printed a bespoke typeface for the brand – Castan (Welsh for chestnut).
“If you choose to work with Carter Wong then they will decipher your brand, and deliver unique ideas to your brief, but be prepared to open your mind to the gold coming from the left field. It’s the ideas that turn up alongside a brief that are the most exciting.”
Ade Gunn – Commercial Director, howies
Having created the font, we then reviewed all touchpoints within the business and applied this distinctive asset across them all.
Most notably, the core idea of the wood grain, was developed across packaging, with the flowing texture used to represent the undulating Welsh landscape on which ‘howies people’ cycled, ran and clambered. This created a brand language with a natural organic aesthetic reflecting the products themselves.
162 man-hours to refine the bespoke typeface gave howies a useable and ownable asset which opened up the inspiration for the other brand touchpoints to follow.