Hune
Creative explorers unite

This team of technology explorers designs and produces responsible products for the planet and for those who inhabit it. Together, through a process that included brand strategy, positioning, and visual identity design, we discovered that a more humane technology approach is possible.

Client: Hune
Year: 2021
Country: Mexico
Sector: Technology & Sustainability

Naming
Brand Strategy
Brand Positioning
Visual Identity
Brand Guidelines
Art Direction

The Challenge

We’ve been approached by Hune to transform their vision of a more humane and conscious technology into a powerful, smart, and functional brand.

The challenge was to develop a strategy able to interpret and discover the key brand attributes, transforming the philosophy and beliefs of a group of people into a clear path for positioning and brand creation. Furthermore, we were challenged to create a name for the brand that can be easily adopted by the public while making some noise in the scene of sustainable products.

In order to do so, we worked closely with Hune’s team to think, design, and bring to life a new identity system that combines its Latinamerican roots with a purpose and a visual language that can be shared with the whole world.

“We're thankful for Calendar's work, support, and guidance throughout the whole process. The passion and commitment they showed in every moment really inspired us to challenge ourselves and go for more”.

Nicolás Glikson, Creative Director

What we did

We defined through analysis, strategy, and positioning which was the best way to introduce Hune to the market. With a clear positioning strategy in mind that involved adopting the explorer archetype as a guide, we worked on the naming development stage, testing more than 100 names.

Once the denomination was set, we developed a comprehensive visual identity system, including primary identity signs such as brandmark, color palette, typographic identity, photography style, technical draws, and other graphic elements. Across the same journey, Calendar art-directed product rendering and photography.

For these visual components’ creation, we were inspired by the brand’s Latinamerican roots, using Patagonian landscapes as inspiration for colors, or Peruvian Andes and Amazonic jungle as scenarios for the product showcasing.