HEWSTON'S Branding and Visual Identity

Diego Leyva and the Latente Studio shared a branding and visual identity project for HEWSTON'S London based barbershop that offers a distinctive style to customers. The concept is to reflect the core values, being an inclusive and warming space. We decided to represent the essence by designing a font with different densities, which translated into various thicknesses and types of hair, then sliced the logo to correlate the purpose of their golden touch. 

By designing a modular system, we honored the haircut process. Movement, depth, volume were the main characters in our creative process. 


  • Creative Direction: Latente  · 
  • Art Direction & Storytelling: Latente
  • Business Strategy: Armando Gómez de Orozco 
  • Branding Photography:  C_129 

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