Den
Identity work for Den, a brand born from a DIY spirit, offering architectural plans and ready-to-assemble cabin kits.
The sturdy logo is built from Futura Extra Bold — a quintessentially architectural typeface. As Armin Vit from Brand New best put it, “it’s as if The Flintstones and Dwell magazine had a baby”. The typography pairs ITC Franklin Gothic with Kleukens-Egyptienne FSL.
The main inspiration behind the design system is my dad’s home repair manual from the 1970s. Not strictly in terms of typeface choices, but the general spirit: pragmatic layouts with ample use of negative space and solid blocks, a rich color palette, and an overall sense of clarity.
The Field Guide makes extensive use of the no-nonsense graphic system and comes full circle with the initial visual inspiration for the project.
Illustrations by Florence Rivest. Find more images and information on Philippedb.com.
Product packaging
Product packaging
Reference: Manuel complet du bricolage, Reader’s Digest Selection, 1975
Reference: Manuel complet du bricolage, Reader’s Digest Selection, 1975
Field Guide
Field Guide, chapter opening
Field Guide, chapter opening
Field Guide, centerfold
Big logo energy
