2025
BHUV is a ready-to-wear diffusion line created under Flat 17 Studios. The challenge was to build a brand that could stand confidently on its own while remaining unmistakably connected to its parent—capturing the same sense of craftsmanship and sophistication in a more accessible expression.
Before designing anything, I studied African fashion houses and heritage craftsmanship to understand who BHUV speaks to: a woman confident and independent, culturally rooted yet unmistakably modern. The insight became clear—she doesn't need to shout to be heard. Quiet power.
The identity began with a custom wordmark anchored by an intentionally manipulated B, creating a distinctive focal point that feels both refined and recognisable. Rather than competing for attention, the mark was designed to communicate confidence through subtlety.
From there, I developed a supporting typography system, colour palette and layout principles that reflected the same philosophy. Editorial-inspired compositions, generous white space and a restrained visual language allowed the identity to feel premium without becoming overdesigned.
The system extends across packaging, hangtags, lookbooks and other brand touchpoints, creating a cohesive experience that balances accessibility with the refinement expected of a luxury fashion house.
Working on BHUV reinforced a belief I return to often: luxury isn't created by adding more. It's created by knowing what to leave out.
