Hyber.
The client
Hyber is a subscription service that offers children's clothing, shoes, and baby products. Founded by Markus Hjelm and Douglas Heidergren, Hyber is dedicated to sustainability, aiming to reduce wear and tear while increasing the lifespan of products.Included
Brand strategy / Brand messaging / Packages design / Stationery design / Visual identity / Graphic and digital production / Copywriting
The work
During my time with this brand, I had the opportunity to work on strategy, illustration, storytelling, concept development, and the analysis work behind the brand's identity. This led us to create our beloved mascot, Hubbe, the adventurous fox (or as we like to say, "foxventures") for children. After all, as the old saying goes, "there is no bad weather, only bad clothes." Our brand strikes a balance between playfulness and child appeal, offering exciting development opportunities.
The brand's logo is based on the Mitram bold typeface, with detailed modifications like rounded corners on the letters. However, the logo is truly brought to life by our illustrated mascot, Hubbe, who is always on the lookout for new adventures through his binoculars. We've carefully chosen two web-friendly Google fonts for the brand: Quicksand for body text, providing excellent readability with its geometric features, and Ubuntu for headers, featuring decorative details and variations in hair and baselines.
Our primary brand colors include a vibrant turquoise green, which complements Hubbe's orange fur color wonderfully. Additionally, white and black serve as primary colors to let the illustrations shine, taking center stage instead of background colors or text. To support our brand and enable further development of our concept and illustrations, we've selected six complementary colors: pink, yellow, blue, green, orange, and a light grey-green.
We took the concept a step further and created a folder that introduces you to Igge the hedgehog and Hanna the hare, joining Hubbe in search of "foxventures" in the Nordic autumn weather. We wanted the brand to have a distinct Scandinavian feel, with our animal characters hailing from the Nordic nature. After all, our climate demands a proper wardrobe.
For growing adventurers.
"How will I know if I don't try?"
That's Hubbe's favourite saying. How can you tell how cold the creek is unless you stand in it and let the water fill your boots? What if you never try? How can you experience the softness of a pile of leaves without jumpinginto it?
Just like all fox cubs, just like all cubs, Hubbe is very mischievous and curious. And kids grow up with their dreams and adventures, every day. Dreams can never be too big, but clothes can be too small.
Last week, in grandpa's attic, in a box under all the old dusty books and clothes, Hubbe found a pair of binoculars. With it you see longer, bigger and more than ever. Binoculars must always come with you. At breakfast, at school, at grandma's, in bed.
Last week, Hubbe's dream was to be able to climb up the pear tree, without dad holding on. Now, Hubbe sits atop a pear tree, scanning the meadow and the spruce forest, dreaming of building a hut there. The trees seem taller, the grass appears greener, and the stream wilder. "Don't wander too far; the grass isn't always greener on the other side," Dad calls from the porch.
Hubbe tosses a big handful of leaves into the air, letting them fall like rain on his face. The binoculars squeak as heunfolds them and begins to spy. Hubbe knows the grass isn't always greener on the other side, but what if it's blue?
Copywrite: Elinor Vestergaard