We briefed Hudson St Hum on ideas for a strong brand presence within their community using a historic reference to the once bustling Hudson St trades. The strongest businesses residing on the street were the Hely Brothers - tool and wheel manufacturers, Cann’s Bakery, and the Flour Mill. All becoming icons of Hudson Street.

The three businesses connected a community from one end of the street to the other with one material that helped create this activity and bind a cohesive relationship: The Australian Spotted Gum. The Hely brothers used special timbers for their tool handles with a main timber source being Spotted Gum. Offcuts were shared to fire the ovens for Cann’s Bakery while they used timber carts of the Hely brothers to transport off cuts for the fires and also cart flour from the old mill.

The Australian Spotted Gum was the perfect reference we needed to create a logo and mural which respects the history of the street and welcomes new beginnings. The Australian Spotted Gum is also an extremely valuable pollen producing tree with the Queen Bee bred on spotted gum being vigorous and long-lived. The word Hum was introduced to evoke the sense of shared productivity being renewed into the street and links back to Spotted Gum being; a most relevant material to create a perfect hive of activity.

Our design reflects both the movement that would have once been active between the trades of the street whilst also sharing the form of the bark from the Australian Spotted Gum. A unique logo design, print and online brand collateral and a large scale mural which hugs the building facade was achieved.