Goal
To become the go-to food delivery service for health-conscious individuals, offering wholesome meals with ease. Inspired by the power of care, Hug nurtures well-being while championing a greener future, one meal at a time.

Approach
To develop an effective branding strategy, I shifted the focus from the company’s technological aspects to a more human-centred approach. I defined Hug’s brand values, nurturing, sustainable and wholesome—prioritising well-being and creating a sense of comfort and care, much like a motherly hug. I designed the full brand identity, from ideation to logo development and complete brand rollout, exploring the identity across various touchpoints.