Dynamics and rapidity

The Hummingbird team has worked on the brand platform and begun updating the brand identity.

Hummingbird Coffee has been a Russian importer of coffee beans since 2011. The company invests in the development of the coffee industry and education, creates digital tools for evaluating the taste of coffee, builds direct and long-term relationships with farmers, and is a driver of new coffee varieties and growing regions in the Russian market. Over the years, the brand’s previous visual identity has stopped reflecting the company’s energy and scale.

Exploring the image of a hummingbird, we found the main metaphor. The hummingbird is a small but incredibly fast and strong bird. The speed of reaction, dynamics and rapidity are what the company shares with its symbol, the hummingbird bird. This metaphor formed the basis of a new visual language.

In the logo, we retained the recognizable image of the bird, modernized it, and added a dynamic touch. We moved away from the fine details on the wings, making the lines sharper and the shape simpler and clearer. The logo became cohesive, strong, and easy to read.

The fast, sweeping movement and frequent wing beats, which are very difficult to discern in reality, were conveyed through the pattern. It fragments and seems to imitate the dynamics of movement.

The bird’s image, like a Formula 1 car, became more maneuverable and dynamic.

We’ve made the red color, which has always been part of Hummingbird’s DNA, more vibrant and saturated. We’ve also added additional communication tools and scalability.

The new corporate identity is cleaner, sharper, and more understandable: fewer decorative elements and more meaningful content. The design now reflects the company’s scale and helps more clearly communicate Kolibri Coffee’s values to its audience: creating quality, reinvesting, and the freedom to change the market.