Digital Brand Identity


The World of Hummel


The World of Hummel

Hummel was founded in 1923 and has over 90 proud years of history behind it. The Hummel brand has its roots in the intersection of sports and lifestyle. Dwarf's task was to transform from being retail-oriented into an online flagship store where the brand was integrated into design and expression. The digital brand expression needed to be elevated, making it a natural and integrated part of the shopping experience, focusing on Hummel's story and different categories in their store. Dwarf created a digital brand concept and expression that aligned with the overall brand experience, especially targeting the lifestyle segment with a more editorial look. Hummel has then taken the new concept and brand expression and made it into their own, which you can now see live on their website.


Manees Joakim Newton Nør

Chief Commercial Officer

Maria Frøsig Christensen

Digital Designer

Kasper Møller

Creative Director

All dwarf profiles

Manees Joakim Newton Nør

Chief Commercial Officer

Thomas Schmidt

Director of MarTech

Caroline Madsen

Client Manager

Other work

IO Interactive

Hired Guns & Hired Talents

Davids Samling

Digital Presentation of a World-Class Collection

Forlaget Falco

A new bird in town

All cases