# Pensive Preserve Packaging The Concept Branding for HUMMM Shows Off Four Delicious Jam Flavors By Laura McQuarrie | Published 2014-07-02 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/hummm References: [packagingoftheworld](http://www.packagingoftheworld.com/2014/07/hummm-concept.html) & [behance.net](https://www.behance.net/gallery/15567383/HUMMM) 'HUMMM' is a [packaging concept](https://www.trendhunter.com/trends/romantica-jar) by art director and designer Christopher Chefel that was created to convey the [unique flavors of jam](https://www.trendhunter.com/trends/jam-vino) through branding, logo and packaging. The fictive brand produces [homemade jams](https://www.trendhunter.com/trends/proteinpacked-fruit-spread), but its packaging is far from looking tired and homespun. Instead, HUMMM features a bold type that circles around the glass jar. The HUMMM logo covers a good portion of the glass jars, but it also allows plenty of the jam to be seen beyond it. The vibrant colors of the jams are pretty enticing and a small snippet of text below the logo reveals the unique flavors. With such enticing jam jar packaging, customers would surely find themselves making a similar noise to the brand name when thinking about which type of jam to bring home. ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 30% | Activity: 28% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Bold Packaging Design:** Exploring bold and eye-catching packaging designs can create a disruptive innovation opportunity for food and beverage brands to stand out on the shelf. - **Transparent Branding:** Incorporating transparent elements in branding and packaging can showcase product quality and create a sense of intrigue, offering a disruptive innovation opportunity to engage customers. - **Unique Flavor Communication:** Developing innovative ways to visually communicate unique flavors on packaging can help food and beverage brands differentiate and capture consumer attention. ### Sectors Adopting This - **Food and Beverage Packaging:** Exploring inventive packaging concepts and designs can revolutionize the way food and beverage products are presented and perceived in the market. - **Graphic Design and Branding:** Innovative and visually striking packaging concepts offer disruptive innovation opportunities for graphic designers and branding agencies in creating memorable brand experiences. - **Specialty Food Products:** Designing unique and captivating packaging for specialty food products can create a disruptive innovation opportunity to attract a niche market segment. ## Related on Trend Hunter - [Upgraded Brand Packaging Schemes](https://www.trendhunter.com/trends/higgidy.md) - [Eye-Catching Fruit Cups](https://www.trendhunter.com/trends/dole-sunshine-company-packaging.md) - [Bold Colorful Seed Butter Packaging](https://www.trendhunter.com/trends/88-acres-seed-butter.md) - [Vibrant Spanish Meat Packaging](https://www.trendhunter.com/trends/onmi-design.md) - [Expressive Beer Packagings](https://www.trendhunter.com/trends/buqui-bichi-brewery.md) - [Conceptual Craft Beer Bottles](https://www.trendhunter.com/trends/sour-glass.md) - [Fruit Texture Juice Packaging](https://www.trendhunter.com/trends/vimto-packaging.md) - [Vibrant Organic Product Branding](https://www.trendhunter.com/trends/fruit-bliss.md) - [Street Art-Style Gummy Packaging](https://www.trendhunter.com/trends/jolly-rancher-gummies.md)