Hulya: Crafting A Familiar and Proactive Brand


As a start-up, Hulya wants to become a recognisable brand that stands out in the growing plant education and retail industry. Hulya also wants to encourage people to start their own urban garden, and promote the use of environmental friendly and sustainable tools and methods.


Hulya’s brand identity perfectly communicates its personality of being welcoming, friendly, and sustainable. After making the identity, I then worked on the brand’s packaging and print materials, which will be used to call its customers into action.


To create a brand identity that is unique and new in the industry, but at the same time familiar.


Logo Design
Brand Story
Packaging Design
Identity System

*Note: This was an exercise given to me by Hydra Design Group

Hulya is a plant education and retail store that centres around health, well-being and communication. Hulya gives its customers the option to grow their own food or buy organically grown food from its garden.

Hulya aims to give young Filipinos more access to quality garden supplies meant for urban gardening, provide more seed varieties, and offer more efficient pots, soil mixtures, and hybrid plants the produce more output with less input.

Understanding the users and establishing the creative direction.

In order for Hulya to encourage its customers to take action and live a healthy and sustainable lifestyle, it’s important for the client to understand the needs and behaviours of its customers. I created user personas that best represents the brand’s target market.

The Stylescapes help establish the overall look and feel. The chosen stylescape for Hulya revolves around 3 keywords: Friendly, Welcoming, and Sustainable.

Concept & Design Development

The challenge was to create a mark that is unique, but at the same time familiar. Given that Huyla was in the plant retail and education industry, it was important for me to stray away from the usual ‘plant’, ‘agriculture’, and ‘leaf concepts’ In this stage, it was also important for me to explore concepts that can evoke the brand’s personality.

Further Concept Exploration

From the initial exploration, I dove deeper into one of the proposed concept. With Egypt being one of the origins of horticulture, the logo was highly influence by the Egyptian hieroglyphic of sectioned or irrigated land. It was also influenced by the layout of the gardens and fields of Ancient Egypt.

Patterns & Illustrations

The icons and illustrations used must also be in line with the monoline style of the logo. 

Typically, the icons must also contain elements from the logo. Due to the logo’s versatility and flexibility, it’s very easy to create icons using parts of the logo.

Building familiarity and proactivity through touchpoints

The first step to encouraging people to live a healthier and more sustainable lifestyle is through education and awareness. This can be achieved by giving its customers an efficient and informative shopping experience. 

For this project, I created templates for event posters, informational posters, and plant labels. I also created a fully customized multi-functional seed packaging, which serves as a guide for beginner urban gardeners, and as a container for various seeds.