Hive: Brand Identity
Hive’s here to connect people who want to shop their values with brands who live those values, starting with everyday items like groceries and household goods. Everything on Hive is meticulously vetted to not only taste great or do the job, but also to make sure that your purchase makes a positive impact.
Role: Brand Creative Direction, Art Direction & Identity Design + Packaging Design | At Hive, I was hired to conceptualize, lead and design their new visual identity.
The wordmark’s serifs are soft and round. They evoke the oozy essence of honey dripping off a spoon. The rounded curvatures of the letterforms reach out like a hug of a familiar friend to add warmth.
Balancing both personality and knowledge, Hive’s two typefaces work together to produce a unique experience for our consumer. Recoleta Alt as the headline provides a bold but down-to-earth feeling to the Hive brand. Basis Grotesque Pro as the subhead keeps things clean and informational.
The color palette is inspired by the shelf stable pantry items that Hive offers. Primary colors are bold and warm, while secondary colors add an additional breadth of neutral colors to accent with.
By using macro photography, we can tug on the senses of our consumer and highlight the perfectly imperfect mouthwatering moments we see in our food everyday.
Hive’s illustration adds a human touch to the visual system. The organic shapes and colors create a warm and inviting element paired with the typography and photography.
The box was designed to be bold and eye catching, while staying true to the Hive promise. It’s 100% recyclable and uses non-toxic ink. The packing paper is 100% post-consumer recycled material (just like 60% of the box itself is).
See the Hive branding in the wild:
Role: Brand Creative Direction, Art Direction & Identity Design + Packaging Design
Collaborators: Rob Van Wyen (Co-Creative Director/Art Director), Chelsie Craig & Alpha Smoot (Photographer), Pakradooni, Hadas Smirnoff, & Erika Joyce (Stylist), Antra Svarcs (Illustrator)