Bringing architectural luxury online for the Belgium's most exclusive huts
studio ruelle handled branding, website development and booking system integration for Hutstuf, a collection of architect designed timber huts in the Belgian Ardennes. Hutstuf's cabins are not your average countryside rental. Designed by Belgian architects Francis Belaen and Toon De Keyser, each hut is a one of a kind piece of architecture: floor to ceiling windows, rooftop saunas, hillside terraces, built from local timber and left to sit quietly among the trees. Our job was to build a brand identity, custom website and booking platform that felt as considered as the huts themselves, and made reserving one of these rare stays effortless.
Team in charge
Design & development
Sam
Project Manager
Klaudio
Lead developer
Bojan
Developer
Diogo
Lead designer
Branding
Hutstuf's cabins already carried a strong visual language through their architecture: dark timber, warm interiors, quiet restraint. Our branding work carried that same design language across the identity, from logo and colour palette to typography and brand collateral, favouring natural tones and clean type that let the architecture and photography lead. Rather than a single fixed identity, we designed the brand as a flexible system with defined seasonal variations, so the mood of the brand can shift from a bright, airy summer palette to a warmer, darker winter palette while staying recognisably Hutstuf. The result is a brand identity built for a premium hospitality experience, not a generic vacation rental.
Web development
We built Hutstuf on a custom WordPress website, giving the team full control to add new huts and locations as the collection grows. Every hut has its own page with a full photo gallery, amenities and live availability, while the homepage lets guests choose between the La Roche en Ardenne and Bertogne locations from the first scroll. As a hospitality and travel website, performance and image heavy storytelling had to work hand in hand, since photography does most of the selling here. On the development side, we also built the seasonal branding system directly into the website: visuals, brand tone and colour palette switch automatically depending on the time of year, with no manual updates needed from the Hutstuf team. That same seasonal logic extends to their communications, so the brand feels consistent whether a guest is on the website, receiving an email or seeing a social post. The site was also built multilingual (EN, FR, NL) to match Hutstuf's international guest base.
