Hummer Pedersen
The Best from the Sea
Let’s get cracking!
The corporate design reimagines the traditional seafood brand, Hummer Pedersen, with a Nordic aesthetic. It clearly distinguishes the business units: Wholesale, Bistro, and Online Shop, while also showcasing their connection. The minimalist design puts the brand’s maritime heritage center stage in a modern, high-quality way.
The new corporate design is defined by Hanseatic roots and authenticity. We translated the history of the Hamburg-based family business into clear, modern imagery. Each touchpoint reinforces the USP and strengthens the brand profile.
The modular design system provides Hummer Pedersen with flexibility. The new typography embraces and integrates its Hanseatic origins into the design. The color code organizes the three business areas while unifying them. The result is a brand image that blends tradition with modernity.
An Homage to the Signature Pattern
The lobster remains at the heart of the brand. For the new design, we deconstructed the lobster to create the Signature Pattern, a modular design that appears open yet has a distinct edge.
The pattern references the lobster’s organic lines and the movement of the sea. The color palette is rich yet limited. Each business division receives its own color combination, with black and gold marking the premium quality of the bistro.
The Modular Logo: Pragmatic. Practical. Smart.
Hummer Pedersen now has a unified visual identity for its wholesale, bistro, and online shop. The modular logo system provides orientation and connects all areas at first glance. The design draws inspiration from the angular architecture of the Hamburg Fish Market, incorporating references to brick buildings and shipping containers. Bold typography and the new Double M, inspired by the shape of a lobster shell, give the brand its striking appearance.
Straight from the net, onto the net.
The original from the Hamburg Fish Market now has a digital home. We reimagined the website from scratch. Each module features the new branding, unifying the brand across all areas. The new information architecture brings Wholesale, Bistro, and Online Shop together under one roof. Customers can find what they are looking for faster and immediately land in the right section.
No matter where: Hanseatic clarity and uncompromising quality
Hummer Pedersen’s new corporate design makes an impact at every touchpoint. Whether it’s social media, menus, or business cards, the modular system holds everything together, giving the brand a clear structure.
Each application captures the essence of the brand’s heritage and attitude through precise form, color, and typography. This ensures that Hummer Pedersen maintains a consistent appearance across all channels.
