Den logo over beautiful tree photo


Brand identity
Packaging
Publication design
Naming
Illustrations
Florence Rivest

Cabin photography
Brandon Schulman

Den


Identity work for Den, a brand born from a DIY spirit, offering architectural plans and ready-to-assemble cabin kits meant to ease the path towards building an affordable and beautiful cabin, little to zero experience required.

The brand identity, from the name to the packaging, was built from a down-to-earth approach that reflects the essence of the product: bold self-assurance, thoughtfully considered space, and spirited visuals.



Based on Futura — a quintessentially architectural typeface — the logo is cast with distinct character into a sturdy wordmark.

Den logo over cabin photo with mountain view
Den logo over cabin photo in winter
Den logo over tree photo in fall
The main inspiration behind the design system is my dad’s home repair manual from the 70s: pragmatic layouts with ample use of negative space and solid blocks, a rich color palette, and an overall sense of clarity.



1

Manuel complet du bricolage, Reader’s Digest Selection, 1975

Manuel complet du bricolage
Reader’s Digest Selection, 1975
Den packaging, A-frame cabin building plans
Den packaging tape over kraft box
Den building plans in white tube
A set of illustrations, also informed by home repair and building manuals, was developed to express the brand values. Taking the form of simple drawings focused on manual actions, they are infused with a clever sensibility distinctive to their creator.

What started out as simple icons were made into ready to frame posters.



2

Manuel complet du bricolage, Reader's Digest Selection, 1975

Manuel complet du bricolage
Reader’s Digest Selection, 1975

Den matchbox with quote
Den packaging tape roll in tree
Den pen and ruler in tree
Pictured: the first in a series of publications both practical and light-hearted exploring the tenets of cabin building. This one introduces Den’s manifesto as its centerfold.

The guide makes extensive use of the no-nonsense graphic system and comes full circle with the initial visual inspiration for the project (thanks again dad).
Den Field Guide front cover
Den Field Guide front cover
Den Field Guide manifesto
Since its launch, Den has received a lot of attention from the industry and was featured multiple times on Dwell, Medium, and Dezeen among others.
Den keychain with logo
Den illustrated poster in frame

© 2021, Philippe Dionne Bussières
© 2021, Philippe DB