humdrum

Research – Brand Positioning · Photography Management · Creative & Art Direction

Humdrum is a Los Angeles-based, functional mushroom gummy brand with a sophisticated corkiness and sarcastic personality. They cultivate the mushrooms at peak freshness, using sound wave technology to extract and retain farm-to-table vibrancy. The flavors of the gummies come from fresh, farmer’s market fruits.

After our signal testing, we used a qualitative research analysis to identify key competitors and angles for strategic brand positioning. Then, we developed branding and packaging that balanced the research findings with the founder’s vision. We branded our hand-drawn logo that plays on the soundwave element and the flavor names on the wooden tops of the reusable jars to add another layer of personalized detailing.

Once the branding and packaging were finalized, we developed the art direction, shot list, and started the photography management process. The intersection of farmer’s market fruits and functional mushroom gummies had to be at the forefront. We directed compositions to illustrate the farm-to-table feeling with a film-style, still-life aesthetic. We used intentional shadows and lighting to feel like a natural, outdoor environment during different times of the day. These realistic, intimate-looking stylized product and lifestyle scenes make the packaging and gummies feel emotive, soft, warm, and delicious.