Latente Studio Designs Branding for London Barbershop HEWSTON'S

Latente Studio, led by Diego Leyva, unveiled a branding and visual identity project for HEWSTON'S, a London-based barbershop, on January 26, 2021. The design concept aimed to embody the shop's core values of inclusivity and warmth. A custom font with varying densities was created to symbolize different hair types and thicknesses, while the logo was sliced to reference the barbershop's golden touch. A modular system was developed to honor the haircut process, with movement, depth, and volume serving as key creative elements. The project involved creative direction and art direction by Latente, business strategy by Armando Gómez de Orozco, and branding photography by C_129. This visual identity emphasizes a distinctive style for customers, translating the essence of hair care into graphic form.