Hooaeg

Refreshing the Kaubamaja Magazine

2024

WE WORKED ON

Branding
Graphic Design
Typography
Print Design
Art Direction

AWARDS

Golden Egg - Bronze, Print Design, 2024

"Hooaeg" is Estonia's highest-circulated print publication, reaching over 40,000 homes, and known for its fashion series by top Estonian photographers, stylists, and makeup artists, alongside stories from various news brands. Kaubamaja approached us to refresh the design of the "Hooaeg" magazine, aiming to make it more modern. Through analysis and comparison with other magazines, we positioned the new look of "Hooaeg" to become a Nordic magazine, aiming to eliminate all unnecessary elements. After analyzing several examples, we collectively agreed that the magazine needed more breathing space to highlight fashion series and allow readers to browse more calmly. We created various types of blocks for personal stories, brands, news, and advice with different layouts.

To achieve this goal, we limited article lengths, minimized the use of different font sizes, and emphasized images. The client also required courage for the front cover solution, which always features the latest campaign photo, but on the magazine cover, we use it without any advertising text. In summary, sensible constraints brought attention to the magazine's key elements and brought the client's desire closer to reality, allowing Kaubamaja's "Hooaeg" magazine to grace the coffee tables of modern homes.

"Hooaeg" reaches over 40,000 homes across Estonia.

The new design brings vibrancy and modernity to the magazine.

Branding & Strategy

View All

Visual identity for a web tool built to create global campaign pages.

A timeless concept for an interior design salon

Golden Egg
Golden Egg

A fresh minimalist identity for a creator of high-quality and innovative solar roofs.

A fresh visual identity for a beloved children’s literature festival.

Exhibitions & Wayfinding

View All

Exhibition about Estonian ladies’ fashion of the 1920s to 1940s.

An exhibition celebrating 100 years of art education in Tartu.

Graphic design for an exhibition where Czech and Estonian surrealism enter into a dialogue

Exhibition design for the History Museum

Digital Experiences

View All

Visual identity for a web tool built to create global campaign pages.

A timeless concept for an interior design salon

Golden Egg
Golden Egg

Web design for one of the largest forestry groups in Estonia.

A fresh face for the most read lifestyle portal in Estonia.

Books & Editorial

View All

Design for the exhibition catalog

ADC* Estonia
Golden Egg
25 Most Beautiful Estonian Books

A popular science book about creativity, thought flashes, the curse of smartphones, and the exciting secrets of the human brain.

Golden Egg

Visual identity and illustrations for an exhibition on well-being, mental health, and balance.

Creating a quirky new visual identity for a beloved independent bookstore and publisher.

Golden Egg

Events & Festivals

View All

Seasonal design for Tallinn Urban Space Festival that speaks to people of all colours and shapes.

Seasonal design inspired by circularity.

Seasonal design for the European Design Awards 2022 in Tallinn

Visual identity for the first-ever Ülemiste City Future Forum conference.

Illustration

View All

A fresh visual identity for a beloved children’s literature festival.

A popular science book about creativity, thought flashes, the curse of smartphones, and the exciting secrets of the human brain.

Golden Egg

Visual identity and illustrations for an exhibition on well-being, mental health, and balance.

Creating a quirky new visual identity for a beloved independent bookstore and publisher.

Golden Egg