Chic P Hummus
Brand identity & packaging

ChicP, make hummus out of surplus fruit and vegetables. The brief was to create a brand identity and packaging that would work well with a seasonal supply and every evolving flavour combinations. We used 6 basic patterns and 9 brand colours to create a set of interchangeable set of patterns to cover all fruit and vegetables combinations. The bold overlaid patterns stand out on the shelf amongst a sea of kraft paper and more intricate illustrations of fruit & vegetables.

Brand identity
Creative direction
Brand & style guidelines
Packaging design


'I was luckily enough to be introduced to Shut Up Studio through a fellow food start-up. After very helpful and engaging meetings, I was very impressed by the work which included so much character, colour and creativeness'