Humla Brand Identity

Industry
Financial Services

My role
Lead Product Designer

What I Did
Brand Identity, Brand Strategy, Brand Design, AI Prompting, Webdesign, Web development

8

Employees

Humlakortet

First product release

Hemköp Matkonto

An identity transformation

Since Humla as a company previously identified itself with its first product 'Humlakortet', the company needed a new way forward after Axfood AB acquired us and Humlakortet was sunset. Previous target groups and brand strategies are no longer relevant and we needed to do some work to understand who the new Humla is and how we want to be seen and heard in the future.

Keep the legacy

I led the work on creating a new brand strategy for Humla, and most importantly listening to the team because we now have a new chance to create an attractive brand for new target groups. I gathered the team several times in creative workshops where we worked together to develop our new brand. Then I consolidated all the outcomes from the workshop and realized the brand. One of the most important realizations was that we still wanted to be called and associated with Humla, both as a name and the bumblebee as a logo and its light yellow fine color.

Target group and market switch

Since our target group is no longer young women in the retail market, but new talent, investors and the media, as well as the fact that we now operate in the Swedish payment market, exploratory work was also required to introduce new color combinations that support and attract the new target group and market. And of course we wanted to build on the bumblebee and its natural habitat. An earthy, warm and a pure tone of voice with hints of light blue and gray that builds and creates trust.