Famous London hat maker reveals charming brand update

Crafted by British design consultancy Counter Studio, Awon Golding’s new identity sought to be strong and quiet. It was concluded a successful brand revision for the milliner would show off its designs without having to fight for attention or getting lost in the crowd.

With Awon Golding’s vibrant hats having been donned by the likes of the Princess of Wales, the Dutchess of Sussex and Lady Gaga over the years, its new brand identity needed to complement the meticulously detailed and popular hats themselves.

Counter Studio’s work centred around the brand’s incredible attention to detail and refined craftsmanship, as well as the charm, wit and joy its products elicit.

Counter Studio co-founder Elizabeth Ellis says, “We took inspiration from Awon’s use of colour, ombré and texture, so the identity uses the same design language to create a seamless design system: colours, patterns and tones that complement the hats, acting as the perfect backdrop to the designs themselves.”

Particular attention was paid to the logo design, which features elegant letters matched with more playful details to add character. For instance, the lowercase ‘g’ was designed to mimic a tilted fascinator and ribbon, which itself can be used as a brand symbol.

Ellis adds, “Awon’s hats are often playful, irreverent and joyous – they’re made to raise a smile. The identity reflects this visual charm in the verbal language, which happily plays around what the hats were made for, from ‘stealing the show’ to ‘not quite upstaging the bride’… It’s a serious brand that doesn’t take itself too seriously.”

Another design feature for the new identity is its ability to subtly shift as the seasons change, while retaining its core consistency.