Brief: Create a distinct ready-to-wear identity for BHUV, a diffusion line under Flat 17 Studios, without diluting the parent brand’s prestige. Solution: A timeless, sophisticated visual system rooted in luxury fashion codes but designed for broader accessibility.
Before designing anything, I immersed myself in understanding the woman BHUV was being created for confident, independent, and deeply rooted in culture, yet modern in how she moves through the world. I studied African fashion houses, archival editorials, and visual cues from heritage craftsmanship, looking for a balance between softness and strength. The direction that emerged was not loud or trend-driven. It was quietly powerful — timeless, sophisticated, and intentional.
BHUV was designed as an expression of modern African femininity — elegant, self-assured, and enduring.
The BHUV wordmark was custom-designed to embody strength without rigidity. Inspired by classic fashion typography, I intentionally manipulated the “B” to feel grounded and distinctive: a mark that could stand confidently on its own. The letterforms balance structure and grace, reflecting women who lead with confidence but move with ease. Supporting typography was chosen to complement this clean, modern, and editorial "B" allowing the identity to feel both contemporary and timeless.
BHUV is a brand built on restraint — where strength is expressed through form, intention, and timeless design.
