After establishing the Hummingbird brand and product range more than 30 years ago, Hummingbird partnered with Fuman in 2018 to refresh its brand identity. The new look was rolled out across both retail and wholesale packaging, resulting in a 12% increase in sales. Since then, the brand has continued to achieve year-on-year growth, strengthening both brand awareness and market salience.

Following the success of that initial project, which helped to grow brand sales and awareness, we were recently asked to once again reimagine Hummingbird’s retail packaging for supermarket shelves.

With a loyal following already in place, particularly in supermarkets, the challenge was to elevate the brand while ensuring existing customers still recognised and connected with it during their weekly shop. 

Our approach to the refresh was to look at all the things that have contributed to making the brand what it is today. As the only NZ fresh coffee brand to maintain its fair trade and organic credentials across all its supermarket SKUs, we wanted the provenance story to shine-through on pack.

 

With this in mind, we set out to tell the story behind Hummingbird’s coffee beans and bring to life the world from which they originate. The result is a vibrant and abundant organic garden; a visual representation of the environments where Hummingbird coffee is grown. This was paired with a simplified treatment of the Hummingbird logo, giving it a more contemporary look and feel, practically enhancing its usability for print, while creating a distinctive visual language unique to Hummingbird.


From crop to cup, the refreshed packaging illustration and logo treatment has now been extended across the entire brand, including the brand’s wholesale and café presence.  

The resulting refresh celebrates the natural origins of Hummingbird coffee, its sustainable production methods, and the people and care that are behind Hummingbird’s quality and freshness.