2018 // Mamma Soup B.V

Free-form visual

and cultural explorations

reveal the raw, soulful beauty of bare, unmediated truth.

The Thinking hut, is the new and hip co-working space in Amsterdam. It was born under the premise of sharing the knowledge of the community, and of course required a new identity according. Their approach of the co-working space idea, based in sharing, community, energy flow and creativity dug fast in our heads.


Mixing the Amsterdam “X” with the variety of profiles and international variety depicted by a rich and vibrant colour palette, the identity started to take form. But we were looking for something more than a simple logo. We designed the identity as a system with elements you can play with, so we can adapt to different media


and uses always keeping the look and feel and the spirit of the brand. The website, a reflection of the brand spirit, unites all the content in one big scroll down page, as the brand, all the subjects are sharing the same space. Being community, a key element on the foundation of a co-working space like The Thinking Hut, we prioritised the Social Media streaming as opening content, galleries, prices and google maps unfold from it, and an access to the already Thinkers profiles and their ongoing projects, under the same sharing and different profiles aesthetics we developed for the logo.

“ 

A journal of fashion and culture dedicated to the unadorned moment of truth, an ode to the raw beauty of realism and simplicity

When people

start to feel

easy enough

to be who they

really are, 

that's when 

something

interesting

happens

“ 

Joachim Baan —
Another Something, Chief Editor

Create a Brand Identity and Strategy

that embrace imperfection as a vehicle of 

capturing perfection. 

Bringing handcraft and off-set traditional

techniques into modern times, 

Playing with spacing and boldness, 

kerning and font weights, 

in order to create a personal talk

Simplicity and spacing, capture the flow. 

as novels unfold stories. Bare Journal

alternates images and text as if they were players of the same play, not overlapping but recognising their tempos.

Colours as blocks, organise and raw,

un-concealed.

Mixing Serif richness, with boldness and sans-serif, in a complementary transition between characters talking.

Bare journal

is a world

you haven’t seen before:

daring and mysterious,

unadorned and soulful,

in search of

the rare truth.

Weave a table

 operate a speedboat,

dance a slow song,

lament a lost hat,

consider beauty.

And above all,

get inspired!

It’s time to lean back

and flip through a real magazine
that can double

as a spot to place one’s head
for a quick snooze in the park.

Eviana Hartman —
T-Magazine Editor (New York Times)

OPEN to VIEW,

UNCONCEALED;

UNADORNED;

PLAIN

Pepe Villaverde —
Art Director (Bare Journal Magazine)

Eviana Hartman —
T-Magazine Editor (New York Times)

Launch a magazine is a passionate endeavour and if it is printed fashion magazine what you can create from scratch it is just something memorable. Co-working with Founder and Creative Director Claudia Bruno, and Designer Alex Araez, we developed a full idea behind a new kind of fashion Magazine. Launching “Bare” a global fashion, culture and arts magazine dedicated to the unadorned moment of truth, an ode to the raw beauty of realism and simplicity.

Bare represents a fashion story where you

will find imagery, artistry, and storytelling with

no creative brief, no client, no shimmer,

no patina, no retouch – no rules. In these pages, free-form visual and cultural explorations reveal the raw, open to view, soulful beauty of bare, unmediated truth, unadorned world. So in a way, BARE is a journey rather than a statement or platform. It invites its readers on a ride to see where it ends. Be welcomed.

Each issue responds to the zeitgeist,
to emerging ideas and aesthetics.
You can feel the slow,

thoughtful pace that print encourages,
and that approach ends up

shaping the content of each issue. 

Bare journal

extends it's

world view into

the digital world

capturing a layer

of rawness and 

reality that

other fashion magazines try to avoid, unfolding

stories and individuals more than just looks 

“ 

We develop more than a fashion magazine,

a brand that because of it's vision and thousands of details was embraced by women all around the world”

.

With a distribution and presence into the most influential places, NYC Fashion Week, Milan, Berlin, London, Japan, reaching 30 countries and fashion media supporting our stories.

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