Hue & Me is a bold paint brand built around the joy of making. Black and grey ground the identity, letting each paint's true colour take the spotlight, with thoughtful packaging that brings playfulness back to painting.
HUE & ME
PACKAGING DESIGN
WEB DESIGN
GRAPHIC & ILLUSTRATION DESIGN
THE GOAL
Hobby paint packaging tends to prioritise function over feeling, practical but forgettable and rarely designed with inclusivity or sustainability in mind. The assignment called for reimagining that experience from the ground up: a brand and packaging system rooted in eco-conscious values, approachable enough for total beginners, yet compelling enough that experienced artists would want to display it. The challenge was balancing genuine functionality, packaging that actually solves the mess of painting, with a brand identity playful enough to make creativity feel joyful, not intimidating.
THE APPROACH
I used design thinking and a lot of iterative testing to build a system that didn't just look playful, but actually functioned better than typical paint packaging.
THE OUTCOME
The concept "You, Me and a Splash of Hue" is packaging built to be displayed, not hidden in a cupboard. Themed sets and limited editions encourage collectability, and I extended the identity into a small product ecosystem (an apron, a mug) to prove the system holds up beyond the original packaging.
I used design thinking and a lot of iterative testing to build a system that didn't just look playful, but actually functioned better than typical paint packaging.
THE APPROACH
THE OUTCOME
The concept "You, Me and a Splash of Hue" is packaging built to be displayed, not hidden in a cupboard. Themed sets and limited editions encourage collectability, and I extended the identity into a small product ecosystem (an apron, a mug) to prove the system holds up beyond the original packaging.
