The design process started with the origin of the product. The name Hooguh is a phonetic spelling of the Danish word hygge, which portrays a sense of calmness and coziness. Taking cues from Danish design, the result is a clean, minimal approach with some organic shapes and imagery. The branding includes several logo variations as well as a leaf pattern that mimics the tea leaves used in the product. The corporate identity, can label, and marketing pieces have a cohesive feel that was also incorporated into video animations for social media.