Alex Hunting
Designer, Creative Director
In their own words
The concept itself is quite simple and has remained consistent from the start.
The beauty of the project lies in the personal and unfiltered nature of their responses.
Its technical feel and flexible letterforms allowed it to be deconstructed and used almost as imagery.
We chose Noe Text as a spikey and smart companion to the logotype. It has a characterful and crafted quality, that sits comfortably alongside the heavily art-directed ‘luxury’ imagery of the furniture brands that Wool specialises in.
GT America adds a utilitarian and modernist touch, complementing the character of the logotype and Noe Text.
We chose a textured fabric embossed covering for the box, that adds a really rich tactile experience for the shopper. We used a clear foil with a deep deboss for the large logo stamp on all the packaging, and a sharp metallic silver foil for the much smaller tagline ‘NEW SCANDINAVIAN CLASSICS.’
The shop is a specialist retailer of Scandinavian furniture but is firmly routed in its location, so we wanted to include a nod to its local culture amongst the other more neutral colours in the palette.
For the project, we tried to create a fun and loose aesthetic by playfully arranging the typography.
We wanted to create a framework to showcase her work that subtly echoes her visual methods in the design.
The extended version really empathises the little oddities in the type design.
Articles & interviews6
- Six and Frost restore Rapha’s cycling voice with custom type system
Six collaborated with type foundry Frost to create a bespoke typographic system for cycling brand Rapha, re-establishing its voice through six interconnected typefaces. The project aimed to balance heritage and modernity, giving Rapha a flexible, system-led identity that works across editorial, digital, and performance contexts. The collaboration reflects a deep integration between brand and type design, emphasizing clarity and longevity over style-driven expression.
- "Rethink Combines Gourmet Mushrooms and Motorsports in Unique Branding"
The Brand Identity’s biweekly feature ‘The Edit’ spotlights five new design projects, including Rethink’s motorsport-inspired identity for gourmet mushroom brand Full Pin, HAL Typefaces’ new release HAL Magic, and branding for Spitfire Cheese and Sundry by Callin Mackintosh. It also covers Alex Hunting Studio’s launch of the art journal Footnote and Pentagram’s bold identity for photographer Jack Davison’s publishing house Helions.