At the marketing buro where I was working at (Addurance, in Amsterdam), we wanted to establish a creative agency. The reason for the founding of the new agency, was mainly because we wanted to make a name for ourselves in the creative sector. Leaning on the extensive portfolio of Addurance, we could cater to all kinds of needs of our FMCG clients.
We wanted something fresh, something that would make heads turn. I took this real literal and came up with the name: “Hubba Hubba”. The phrase is an expression of appreciation, or approval with a strong (good) sensual connotation. Hubba Hubba is about desire, longing, and attraction; something we want for all our clients.
Luckily, I had a lot of creative freedom in the creation of the brand. Writing all the copy, coming up with the brand story, designing the brand; it all helped me to find balance and harmony in the design. As a long-time lover of the Swiss Design movement, this seemed like the right time for me to implement this; as Swiss Design leaves for a lot of breathing room. This was a perfect starting point for a clean-cut style, that gave room to client work.
To add a layer of 'cool', I took some inspiration from sporty, urban clothing apparel. I started out with a cursive variant of the logo, but this quickly moved on to the current design (powerful, yet flexible), creating a strong tone, while adding some cheekiness, and personality with the personal font for 'agency'.
