Opinion by Richard Baird Posted 8 April 2015
Husler & Rose is an online boutique and occasional pop-up store that retails thoughtfully designed, carefully constructed and long-lasting furniture, homeware and lifestyle objects sourced from across the UK and Europe, professionally and sensitively restored by owner and furniture maker Ben Rowland.
Inspired by Herbert Bayer’s Bauhaus posters and the jazz record sleeves of Duke Ellington, London based graphic design studio Post created a new brand identity treatment for Husler & Rose that included logotype, postcards, business cards and promotional pieces. These capture the crafted and considerately designed nature of the store’s curated catalogue through the high quality finishes of white ink and black block foil, hand stamped detail, geometric patterns and a contrast of serif, script and sans-serif typography, across dyed papers and unbleached boards.
The print work effectively mixes subtle modernistic design reference and current type with well-established craft cues in a way that draws on and reflects the practical and ornamental qualities of Husler & Rose’s inventory. This is further explored through contrast, securing aesthetic impact, distinction and communicative value through typographical flourish and sans-serif reduction, black and white print finishes, treated and untreated material choices, gloss and matt surfaces, dyed and unbleached boards, as well as physical and visual texture. The handwritten business cards are perhaps a touch familiar but work well to add a personal touch that effectively draws on the theme of curation and an individualised service practise.