Hustard is a New York–based honey mustard brand building a distinct personality within the condiment category.
Concept
The condiment category tends toward either sleek minimalism or retro nostalgia. Hustard needed something else — a visual world that felt genuinely alive: confident, a little surprising, and impossible to mistake.
Approach
Led the full visual direction: expressive custom typography, a warm illustrative character system, and a bold color language that works at both package scale and campaign scale. Built a content system flexible enough to sustain across formats — social, packaging, retail, and seasonal drops.
Outcome
A brand world that holds attention and builds recognition — where the packaging feels like a found object and the campaign feels like an invitation.
Role: Brand Identity, Campaign, Web & Packaging
