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 hummel.dk 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.