hue Brand Expansion

Type
Brand System Expansion / Packaging / Art Direction

Role
Graphic Designer - Marketing

Company
hue

Year
2025 - 2026

As hue grew across new touchpoints, markets and products, the brand needed more room to grow without losing what made it feel like it’s identity.

The challenge was to expand the existing mood-first identity across localisation, packaging and photography, while keeping the system playful, recognisable and commercially ready.

A growing brand has an interesting way of revealing its gaps. The more hue stretched into new markets, products and creations, the clearer it became that the brand didn’t just need more assets, it needed a stronger system holding everything together.

I approached this work as brand world-building: extending hue’s visual language through font explorations, mascot development, graphic systems and social media sizing guides, while making sure every new addition still felt unmistakably hue.

The system expansion focused on giving hue more ways to speak, show and relate. Chinese and Korean typography explorations helped the brand adapt across regional touchpoints, while mascot and graphic explorations added more personality to the existing visual language.

Rather than creating one-off assets, each addition was designed to feel like it belonged to the same emotion-led world. Flexible enough for new formats, but consistent enough to stay recognisable.

With the primary packaging direction established by a freelance art director, the next challenge was scale.
Producing every dieline externally would have been costly, so I adapted the approved designed dieline across the remaining packaging variants. Making sure each pack stayed consistent, production-ready and aligned with the original direction.

This meant carefully extending the layout logic across multiple dielines, preserving hierarchy, spacing, product information and mood differentiation while keeping the full range visually cohesive.

To bring the expanded brand world into photography, I supported the art direction for hue’s new product shoot from sourcing props to shaping layout options and composition references.

The goal was to make the snacks feel more dynamic, tactile and relatable across ecommerce, campaign and social touchpoints. Less “product placed on table”, more “a snack with a whole mood attached”.

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