Hugup
Third What. License: All Rights Reserved.
Hugup is innovative supportwear designed to keep expecting mothers comfortable, confident, and moving freely throughout their pregnancy. Founded by a mother who experienced health difficulties during her own pregnancy, Hugup was born from firsthand understanding of the challenges women face during this transformative time. As a women-led company dedicated to women's health, Hugup is committed to developing solutions that truly serve the needs of expecting mothers.
Hugup successfully created an identity that transforms pregnancy branding by embedding the experience itself into the visual language. The dynamic logotype, set in Moulin, serves as the conceptual foundation, where five letters orbit in circular motion to mirror the cyclical nature of pregnancy and fetal development. This movement directly references birth calendars, with expanding letter spacing that visualizes gestational progression – creating an immediate emotional connection between the brand mark using and the user's lived experience. Most text is set in all-caps Founders Grotesk Condensed.
The logo’s dual nature addresses both the emotional and practical aspects of pregnancy support. In motion, it represents growth and transformation; at rest, the half-circle formation suggests the protective embrace of a womb while simultaneously referencing the Hugup device itself. This visual metaphor extends the brand's core promise of support into every touchpoint, creating consistency between product function and brand expression.
The identity system breaks conventional pregnancy aesthetics through playful verbal patterns that inject rebellion and empowerment into a category often dominated by overly precious or clinical approaches. These fluid yet simple patterns maintain scalability across digital and physical applications, ensuring the brand can adapt to various contexts without losing impact or becoming overly complex in execution.
The circular motif becomes a unifying element that “wraps” content throughout the identity system, reinforcing the supportive gesture concept. This creates a cohesive brand world where every element, from packaging that literally hugs products to digital interfaces, communicates care and protection through visual form rather than just messaging.
The result positions Hugup as both empathetic and fashion-forward, striking a balance between emotional resonance and contemporary design sensibility. The identity successfully communicates the brand's core promise through elegant visual metaphors that make abstract concepts like support and empowerment tangible and immediately recognizable. The adaptable system ensures consistent brand expression whether animated or static, creating a vibrant yet practical brand ecosystem that scales across all customer touchpoints.
Third What. License: All Rights Reserved.
Third What. License: All Rights Reserved.
Third What. License: All Rights Reserved.
Third What. License: All Rights Reserved.
Third What. License: All Rights Reserved.
Third What. License: All Rights Reserved.
This post was originally published at Fonts In Use