“You’re gonna fall when the stereos pump me I like to rhyme, I like my beats funky i’m spunky, I like my oatmeal lumpy.” Shock G and Digital Underground’s “Humpty Dance”

Humpty’s stands as my innovative response to the “100Proof” competition brief by Bulletproof set earlier this year. Tasked with crafting a brand identity based on a set of hip-hop song lyrics, I envisioned and brought to life a vibrant and captivating brand experience. Seamlessly weaving the essence of the lyrics into the fabric of Humpty’s, I explored various touchpoints to create a cohesive and immersive narrative.

A spirited oatmeal brand paying homage to the legendary “Humpty Hump,” brought to life by Shock G. Drawing inspiration from Digital Underground’s “Humpty Dance” EP cover, initially illustrated by Pedro Bell, I embarked on a journey of transformation. With a focus on preserving the charismatic cartoon aesthetic, I refined the Typeform to enhance legibility while retaining the playfulness of the original while also editing existing features to emphasise the oatmeal brand. The essence of this project was to capture the irreverent charm of Shock G himself. A connoisseur of lumpy oatmeal, each package holds the promise of an enjoyable breakfast experience. Whether in multipacks or single servings, the options of “Just Oats” or “Instant Oatmeal” cater to diverse preferences. Through these designs, I’ve infused the spirit of Shock G into each bite of Humpty’s Lumpy Oatmeal, ensuring that his unique personality shines through every package.

During the project. I experimented with Pacdora’s software to bring the packaging to life in a 3D-rendered video, showcasing all sides of this HLO Instant Oatmeal Multipack.

To add another touchpoint I added the idea of a pop-up food truck that could drive around towns and cities to spread the word of HLO and its great new products.

For the extreme Digital Underground and Shock G fans, I designed a vinyl cover to pay homage to the golden age of Hip Hop, which is where the inspiration for 100Proof came from, and the pioneering music that Shock G and Digital Underground produced.