Pui de In

BRAND IDENTITY DESIGN

Pui de In is a natural fabric and haberdashery store in Iași, Romania, built for makers who refuse to compromise on quality. Rooted in slow fashion values and tactile experience, the brand offers curated natural fibers, expert guidance, and a community space.

Each fabric is sourced from trusted suppliers who prioritize ethical production and environmental responsibility. The store exists to give makers certainty in their material choices, celebrating the beauty of textiles that improve with age, soften with use, and honor the craft of making things meant to last.

Project objectives

To craft a grounded and authentic brand identity that captures Pui de In’s essence: honesty, quality, and the tactile experience of natural materials. The goal was to create a visual world that feels calm yet confident, reflecting the brand’s focus on conscious consumption, heritage craft, and materials that reward time and care.

The new identity needed to:

• Convey a sense of trustworthiness, expertise, and tactile quality without appearing trendy or overly styled.
• Establish a cohesive visual language across packaging, retail signage, and digital applications that reflects the brand’s natural, grounded, and honest tone.
• Position Pui de In as a premium destination for natural fibers rooted in craftsmanship, sustainability, and community, appealing to conscious makers seeking materials worthy of their time and skill.