Honouring Hungarian craftsmanship, Any Other Name’s look for Nanushka is full of tactile charm

London-based creative studio Any Other Name has breathed new life into Budapest fashion house Nanushka’s brand identity, with a new look that aligns with their reputation for time-honoured craft and technical innovation. “Our goal was to honour this duality by crafting a cohesive identity that speaks to this dichotomy,” explains Ben Atkins, Founder & Creative Director at Any Other Name. The studio worked closely with Nanushka’s Founder & Creative Director Sandra Sándor and her in-house design team, culminating in a comprehensive rebrand that sets the stage for the label’s continued international expansion. They have introduced a new visual language that pays homage to the fashion house’s rich influence of Hungarian tradition with a contemporary bohemian sensibility and geometric forms. Tactility and craft play a key role here, as presented in the bespoke wordmark and comprehensive packaging suite. Creating Nanushka’s wordmark was a journey of refinement and collaboration. Initially working with typographer Seb McLauchlan on a custom version of Times Modern, they pivoted based on client feedback. “We quickly got to work on a new direction with Berthold Wolpe’s Pegasus (1937) as our starting point,” explains Atkins. The resulting typeface balances angular geometry with brand heritage. “Its inherently angular and chiselled qualities could be further amplified to complement the geometry echoed elsewhere in the identity,” he continues. “Seb helped us to craft bespoke features into the anatomy of each letterform ensuring we were delivering something distinct and ownable for the brand.”