Hidden is an independently-run homeware and gift store tucked away on a cobbled side street in Bath. It's focus is on mindful and sustainable gifting; items carefully selected by Natty who founded the business. The store also hosts events such as craft workshops, pre-loved clothing sales and coffee mornings. It's a space for creative exploration, nurturing curiousity and finding hidden treasures. 

Natty apporoached me with a need for some branding for Hidden. She sent me some photos of the shop space, and what caught my eye immediately was a beautiful curved archway within the woodwork. I knew I wanted this to feature within some of the shop's logo elements to combine the visual identity with its physical home.

I set about designing some lettering that included some visual clues to unearthing treasures, or surprise elements, using the concept 'make the ordinary come alive'. 

Early logo development

The final design brought in two elements to convey the magical and surprise elements that you'll find at Hidden; the twinkling star and jumping 'E'. I designed the lettering to look as if itself is hiding, and set it within the curved archway for the contained version.

The hand element brings a tactile touch, and to show that Hidden is more than just a shop, it's a place for discovery and new experiences.

I designed a simple postcard that introduces the store, displaying opening times and including contact details.

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