Humble best is a brand of sustainable straws for cocktails made of reed. It targets a large audience of people who drink — basically, everyone. However, the task was to create a visual language that will differentiate us from all the competitors who mostly make appeals to responsibility and saving the world, while using the same boring visual language of craft paper and green colour.
The way to stand out was ironic storytelling. Our brand agent Humbleman, a straw detective, investigates the disappearance of straws and finds out that they vanished due to 100% biodegradability. The identity pays tribute to the American design of the XX century, when things were more natural. Thanks to specific letter shapes and volume imitation, the logo is associated with its retro predecessors.