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Pim Pim
A self-initiated study in character-led food branding.
Pim Pim is an in-house concept created by H&F-Studio to explore a more playful and expressive approach to food branding.
There was no client brief or commercial constraint. The project gave us space to test how a character-led identity could be built from a simple idea and extended across packaging, digital and physical applications in a way that still felt believable as a real brand.
The challenge
Creative freedom can easily produce work that looks interesting in isolation but lacks the logic needed to function as a brand. The challenge was to create something bold and memorable without losing consistency or practical potential.
We also wanted to use the project to step outside categories we work in more frequently and test how our approach would translate into a faster, more playful consumer environment.
The approach
We treated Pim Pim as a compact creative-direction exercise. Typography, colour and visual references were used to establish the personality, then applied across a range of mockups and touchpoints to test how the system behaved outside a single hero image.
The process focused on finding a visual language with enough character to be distinctive but enough structure to remain coherent as the brand expanded.
The outcome
Pim Pim is a self-initiated project. It is our reference for expressive consumer branding and a way to test ideas in a category we work in less often.
It is not commercial work, and we say so.
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The decision
With no client and no constraint, the risk is decoration. We set one rule: every element had to work across packaging, digital and physical touchpoints, not only in a single hero image.
Typography, colour and references set the personality first. Then the system was tested on mockups to see where it broke.
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