The hairdresser’s shop in Kastanienallee, Berlin-Prenzlauer Berg, has been in business for more than 70 years. In January 2000, it was rebranded as Vokuhila, which is short for vorne kurz, hinten lang (“front short, back long”) – the German term for the infamous mullet hairstyle.
The visual identity is clearly rooted in a retro 1970s aesthetic. The logo shown on the shop sign, a bicycle rack, and the website features white letters on loud orange, taken from Motter Femina. The extrabold cursive wasdesigned by Othmar Motter in 1973 and released by Letraset in 1980. The flower power look is further dialed up by replacing the i dot with a florette (✿).