hr2 Outlet Store

Holt Renfrew

Launching new outlet stores in Montreal and Toronto, high-end Canadian department store Holt Renfrew sought Bruce Mau Design to sub-brand this new venture of their company. Utilising the established word mark and its unmistakably vivid magenta tone, hr2 carries across the heritage of the brand into these new circumstances.

The hr2 marque set in a lowercase serif, parallels the uppercase sans serif characteristics of the predominant Holt Renfrew brand. This contrast enables the letterforms to play to their strengths, maintaining the elegance of the brand but nodding to a situation less formal. Furthermore, a ligature is made to tie the two hr letters from which the number two breaks away.


Creative Direction by Laura Stein.
Photography by Mikiko Kikuyama.




Logo Analysis
Montreal hr2 Outlet Storefront
Entrance display
Clothing rails with L.E.D. ticker tape communications