Identity
Packaging
Communication
Copywriting
Website
Humbl Drinks
Millenial focused drinks brand with a conscience.
A range of light-hearted, unpretentious, informative wines, seltzers & non-alcoholic drinks specifically for millennials and with a social conscience. We wanted to move away from the minimalist upscale vibe that high end wine brands use to convey sophistication and embraced a dense fun text infused label design.
The Mascot
I wanted to create a brand that felt refreshing, with a trendy and witty new look. At the same time, I knew it was crucial to develop a brand mascot to ensure strong brand recognition.
To capture the vibe I channeled the persona of the mascot into a fluid label identity. W
Carrying a fluid design aesthetic infused with a witty copy through to the label created a much more stylish and unique product experience that could easily translate into other products for the brand family.
By mixing different type styles and weights, the Humbl Drinks looks more dynamic, with great shelf presence.
Wolf Sans
Primary
Cinder
#060609
The UI typeface includes a unique curvature and flowing rhythm. Its form makes it very distinguishable and legible when in context.
Secondary
Rose
#DE9198
The overall design allowed us to build a tone of voice and attitude, while introducing a range of products with consistent branding styles in a unique and unforgettable way.