HUG: Thread

Project

Retail Store Branding

Discipline

Packaging / Branding

Objective

In 2019, San Francisco reported 8,011 numbers of homeless people met the federal definition of homeless. When looking at San Francisco’s expanded definition, the city’s 2019 total homeless population is 9,784, the highest number in the Bay Area. Out of 8,011 homeless people, 5,180 are unsheltered homeless people living in the city’s metropolitan area.

Approach

HUG is a brand dedicated to helping those in need. It aims to provide a sustainable line of products to assist those in need to provide real and lasting change. To empower, resort, replenish, nourish, and give them a second chance. HUG achieves that by providing a variety of products that cater to everyone’s everyday needs. As our parent brand, Amazon Smile Foundation will donate 0.5% of the purchase price of eligible products to the charitable organization of your choice. HUG is one of the options to donate.