HumDum, meaning 'companion' or 'friend' in Urdu, is a brand I co-launched in 2020 amidst the heightened discussions on women's rights and identity in Pakistan. We aimed to merge South Asian symbolism with vibrant pop art colors to resonate with the youth. Our products, including custom-stenciled tote bags and embroidered patches for clothing, embody themes of unity, support, and cultural pride. The brand's visuals and messaging consistently reflect its name, celebrating friendship and acceptance across differences.
Campaign for the tote bag line
Final Logo
Initial Sketch
Brand Packaging
