HUMPTY’S
Brand Identity, Packaging Design
Humpty's stands as my innovative response to the "100Proof" competition brief by Bulletproof. Tasked with crafting a brand identity based on a set of hip-hop song lyrics, I envisioned and brought to life a vibrant and captivating brand experience. Seamlessly weaving the essence of the lyrics into the fabric of Humpty's, I explored various touchpoints to create a cohesive and immersive narrative.
“You’re gonna fall when the stereos pump me I like to rhyme, I like my beats funky i’m spunky, I like my oatmeal lumpy.”
Shock G and Digital Underground’s “Humpty Dance"
Presenting the packaging designs for "Humpty's Lumpy Oatmeal" – a spirited oatmeal brand paying homage to the legendary "Humpty Hump," brought to life by Shock G. Drawing inspiration from Digital Underground's "Humpty Dance" EP cover, initially illustrated by Shock G under the pseudonym Rackadelic, I embarked on a journey of transformation. With a focus on preserving the charismatic cartoon aesthetic, I refined the Typeform to enhance legibility while retaining the playfulness of the original while also editing existing features to emphasise the oatmeal brand. The essence of this project was to capture the irreverent charm of Shock G himself. A connoisseur of lumpy oatmeal, each package holds the promise of an enjoyable breakfast experience. Whether in multipacks or single servings, the options of "Just Oats" or "Instant Oatmeal" cater to diverse preferences. Through these designs, I've infused the spirit of Shock G into each bite of Humpty's Lumpy Oatmeal, ensuring that his unique personality shines through every package.
During the project. I experimented with Pacdora’s software to bring the packaging to life in a 3D-rendered video, showcasing all sides of this HLO Instant Oatmeal Multipack.
Pop Up Truck
To add another touchpoint I added the idea of a pop-up food truck that could drive around towns and cities to spread the word of HLO and its great new products.
Collectables
Humpty Hump is old school, so why not add some old-school touches to the oatmeal such as collectable key rings that are at the bottom of every item bought from Humpty’s.
I created a social media platform to connect the golden age of hip-hop with today's youth. This space lets newcomers experience both the product and the great music of that era, passing its legacy to the next generation. It's a fusion of culture and connectivity, bridging nostalgia and modern appreciation for the artistry of that time.
For the extreme Digital Underground and Shock G fans, I designed a vinyl cover to pay homage to the golden age of Hip Hop, which is where the inspiration for 100Proof came from, and the pioneering music that Shock G and Digital Underground produced.