This project is an identity and brand design for Hummingbird Clothing Inc., a streetwear clothing company. It was created during the Design One course, which focused on cohesive brand identity, versatile aesthetics, and multidimensional design. The logo and design identity needed to be highly versatile, capable of fitting on packaging for three different items: a windbreaker/hoodie (box), a t-shirt (tube), and a beanie (parcel). The packaging had to be accessible in stores, easily recognizable, and stand out to customers. It should invoke curiosity and encourage the customer to engage with the item, while clearly communicating what they are buying and allowing them to assess if it’s the right fit.

 

Hummingbird is a niche streetwear business based in New York City, one of the fashion capitals of the world. Drawing inspiration from artistic and niche brands like Cavempt, Heron Preston, and others, Hummingbird offers clothing tailored to men but welcomes any customer. The logo and brand identity serve as a canvas for the designers to build around, emphasizing style and eco-friendly fashion practices. Hummingbird’s ethos ties outward expression with inner beliefs, allowing customers to walk confidently knowing they made a sustainable fashion choice. The name “Hummingbird” evokes a sense of elegance and color, symbolizing vibrancy and freedom in the fashion world.

 

The logo was used as a cutout on the hoodie box, allowing customers to see and feel the fabric, creating a tactile experience that connects them to the product. The design drew heavy inspiration from the International/Swiss typography movement, with the subtle placement of forms complementing the simple yet effective typography. The overall brand identity aligns with the vision of providing a canvas for self-expression while maintaining a clean, minimalist aesthetic.