Hugmun bridge the “bohemian and adventurous” in their poised 3D-collage-led identity for MURRĒ
Copenhagen-based design studio Hugmun have crafted a tranquil identity for Polish skincare brand MURRĒ, an emerging player in the industry with a quarter-century of experience behind them. Inspired by MURRE’s dedication to ingredients, Hugmun began playing with collage; using the ingredients themselves to frame playful compositions that champion the significance each element maintains in the product.
“Collages are not something that we usually do and specialise in,” Founder and Designer Tomasz Pawluk tells us, seeking to try something new and break the routine for each fresh project they face. “While looking for the right elements for the collages we were searching by ingredients included in the products,” Pawluk explains, “but also by colours and textures, conveying certain feelings,” he adds, in doing so providing the space for each collage to abstractly sculpt and represent the product.
Appearing across the brand, from the packaging to the website, these delicate 3D rendered collages are supported by an equally as elegant pairing of typefaces – Klim Type Foundry’s Untitled Sans and Arthemys from French type designer Morgane VanTorre. “We’ve known of Arthemys for a long time and we actually couldn't wait to use it,” Pawluk recalls, “but only in this project did we feel it was a perfect fit,” he adds, finding the elegance and character of the serif as a powerful counterweight to the “timeless and classy” san serif workhorse.
This typographic poise then set the standard for the extended identity to circumvent, culminating in a minimal and refreshing monochrome exploration of negative space and refined print finishes. Reflecting on the brand, Pawluk tells us, “it is sort of a bridge between a minimalistic, high-end style of cosmetic brands and something more bohemian and adventurous,” noting the artistic credibility of the collages. “You can view the packaging from both sides,” he concludes, “and each of them is like a cover on its own.”