Hum Mum: Multi-Key Visual Campaign

Challenge

Hum Mum is the first baby food brand in the region to offer on-the-go snack options for babies and kids, crafted with 100% natural ingredients and recipes that feel just like home. The challenge was to create a brand compass and equity, define a timeless visual identity, and develop a communication platform that could serve as the foundation for all future campaigns.

Idea

We developed the big idea “Little Joys, Made with Mum’s Touch” by shifting the focus from just the child to the emotional world of the mother , celebrating the meaningful, everyday moments they share. From this platform, we created a multi-visual campaign that brought the idea to life: a main key visual that introduced the brand’s essence — natural, homemade goodness with less prep and more play — followed by a series of tactical visuals, each capturing a different joyful scenario with Hum Mum at the heart of it.