Hype Type Studio was formed by British designer and art director Paul Hutchison, who was approached directly by uBear for the project.
Hutchison says, ‘Our brief for the uBear logo was to create an identity that would be both adaptable and instantly recognisable.’
The logo uses a graphic of a bear hugging the letter ‘u’, with a word-mark created with a custom sans serif typeface.
Hype Type Studio worked with Mash Creative to create the branding and packaging for all the products in the uBear range, using a ‘unique, bold and bright colour palette’ that aims to make the brand stand apart from its competitors.
Finishes such as gloss varnishes and metallic foils are used throughout to further enhance interest on-shelf, Hutchison adds.
Hype Type Studio also created the uBear website, which is fully responsive across all devices. This shows information and product photography by György Kőrössy.