Humpit

Creating a vegan foodie favourite in Yorkshire

Hummus restaurants aren’t a main feature on a western high street, but go to the Middle East and they’re on every corner. Humpit wanted to bring that street food vibe to Leeds, to create a modern brand that encapsulated the hustle and bustle of a new type of food experience. Within the first 3 months they were No.1 on Trip Advisor in Leeds.

Brand Positioning

Visual Identity

Packaging

“Hummus shouldn’t be eaten with a fork, you need to grab a fluffy pita and wipe it around the bowl” was the cry from the owners of Humpit. We took our visual cue from this eating style, and created a brushed logo that sits inside a graphic circular wipe. Everything feels rough and ready, and because of the ripping of the pita bread, we decided that the literature should be ripped and torn.

“Hummus shouldn’t be eaten with a fork, you need to grab a fluffy pita and wipe it around the bowl” was the cry from the owners of Humpit. We took our visual cue from this eating style, and created a brushed logo that sits inside a graphic circular wipe. Everything feels rough and ready, and because of the ripping of the pita bread, we decided that the literature should be ripped and torn.