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 space in nature, 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.





Brand identity
Packaging
Publication design
Naming



Illustrations
Florence Rivest

Cabin photography
Brandon Schulman
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
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.



2

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

Manuel complet du bricolage
Reader’s Digest Selection, 1975

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.
Den illustrated poster in frame

© 2021, Philippe Dionne Bussières
© 2021, Philippe DB