BRANDING & PACKAGING for Hummey // Daily Drizzle Honey

HUMMEY

/when toast tastes better, tea feels warmer, and the day begins with a little more joy /

Hummey is a soft everyday honey brand. It adds a spark of pleasure to familiar rituals: breakfast, tea, a snack, or a small sweet pause. Hummey is made for mmm moments — those little seconds when toast tastes better, tea feels warmer, and the day begins with a little more joy.

SOLUTION

I developed the identity and packaging system for Hummey. The concept is based on the idea of “always with you”: in addition to the classic jar, I created a mini packaging format with a carabiner hole. It can be attached to a bag or even to jeans, turning the packaging into an accessory and expanding the product’s use beyond the kitchen.

The visual system is built around honey’s key quality — its viscosity. This idea is reflected in the shape of the label: a die-cut in the form of dripping drops allows the product itself to become part of the design. Pink was chosen as a deliberate shift away from the classic codes of the category: instead of the familiar craft-inspired palette, the packaging uses a softer, more unexpected, fashion-oriented shade. It adds emotional appeal to the product and helps the brand stand out both on the shelf and in digital environments.

RESULT

The result is a system that expands the perception of honey. Hummey turns the product into an everyday ritual: something people want to buy, carry with them, photograph, and gift. The project combines two formats — a classic jar for home use and a portable mini dispenser for everyday use. Together, they create a complete brand ecosystem: from familiar consumption to a new lifestyle scenario. The design works as a communication tool. It strengthens brand recognition, adds viral potential to the product, and makes honey part of contemporary visual culture.