The Concept Branding for HUMMM Shows Off Four Delicious Jam Flavors
Laura McQuarrie — July 2, 2014 — Lifestyle
References: behance.net & packagingoftheworld
'HUMMM' is a packaging concept by art director and designer Christopher Chefel that was created to convey the unique flavors of jam through branding, logo and packaging.
The fictive brand produces homemade jams, but its packaging is far from looking tired and homespun. Instead, HUMMM features a bold type that circles around the glass jar. The HUMMM logo covers a good portion of the glass jars, but it also allows plenty of the jam to be seen beyond it. The vibrant colors of the jams are pretty enticing and a small snippet of text below the logo reveals the unique flavors. With such enticing jam jar packaging, customers would surely find themselves making a similar noise to the brand name when thinking about which type of jam to bring home.
The fictive brand produces homemade jams, but its packaging is far from looking tired and homespun. Instead, HUMMM features a bold type that circles around the glass jar. The HUMMM logo covers a good portion of the glass jars, but it also allows plenty of the jam to be seen beyond it. The vibrant colors of the jams are pretty enticing and a small snippet of text below the logo reveals the unique flavors. With such enticing jam jar packaging, customers would surely find themselves making a similar noise to the brand name when thinking about which type of jam to bring home.
Trend Themes
1. Bold Packaging Design - Exploring bold and eye-catching packaging designs can create a disruptive innovation opportunity for food and beverage brands to stand out on the shelf.
2. Transparent Branding - Incorporating transparent elements in branding and packaging can showcase product quality and create a sense of intrigue, offering a disruptive innovation opportunity to engage customers.
3. Unique Flavor Communication - Developing innovative ways to visually communicate unique flavors on packaging can help food and beverage brands differentiate and capture consumer attention.
Industry Implications
1. Food and Beverage Packaging - Exploring inventive packaging concepts and designs can revolutionize the way food and beverage products are presented and perceived in the market.
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3. Specialty Food Products - Designing unique and captivating packaging for specialty food products can create a disruptive innovation opportunity to attract a niche market segment.
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