hum-hum

hum hum is a Mexican startup with a nutrition-focused app designed to promote healthier eating habits through a fun and approachable experience. The brand name — which we proposed — was inspired by onomatopoeic expressions of enjoying food (like “yum yum” or “ñam ñam”), aiming for a short, catchy, and memorable identity. The name was successfully registered as a trademark with the Mexican Institute of Industrial Property.

The logo was created using a script-style calligraphy with a pop culture twist — informal rather than elegant — to align with the brand’s mass appeal. The identity stands out through a bold use of yellow, a wide and vibrant color palette, a clean sans-serif typeface for digital and print, and playful illustrations that complement the system across platforms.

I led the project from start to finish, taking on roles across brand design, project management, UX/UI, product definition, and identity development. Everything was built from scratch: the user experience, customer journey, information architecture, business model, and the complete design system.

The project was selected as a finalist in the a! Diseño awards (20XX) and the logo was featured in the 13th edition of the LogoLounge branding book, published in 2022.

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