Huli is a clothing brand that values a conscious, simple lifestyle connected to nature and art. Far from the laid-back surf universe it was associated with, the new identity was built to position it as a sophisticated and minimalist brand, guided by the concept of ancestry — recovering what is truly essential for living.

The palette combines black and white, classics of refinement and visual contrast, with ochre and green as supporting colors, evoking earth and nature. The symbol is based on research about what is literally essential to life: hydrogen, the simplest element in the universe. By skipping energy levels, the hydrogen atom emits a spectrum in wave form — a shape that inspired the brand's symbol, which coincides with the letter H in Huli, a word that means to turn or invert, in analogy to the movement of the waves.