Keeping things small but flexible: Hugmun on finding their groove and the importance of agility

Hugmun makes a strong case for keeping things small and sweet. The Copenhagen-based studio’s body of work belies its humble, three-people-strong team. Perhaps the intimacy that they bring as a close-knit studio is what results in their tasteful work, allowing them to dig their heels into the stories of every brand they help build, ground up. Across their oeuvre, a degree of beauty and elegance is ever present, revealing itself in details, such as hand-painted watercolour illustrations sandwiched in packaging boxes. Each of their projects now live on a spanking new website, lovingly put together by the team. To celebrate the launch, we speak to Co-founders & Designers Tomasz Pawluk and Maria Milenko along with Client Director Harriet Elsom, who remind us about the importance of agility as a small team, and reveal the unlikely cocktail of “friendship, caffeine, and the need to pay high Scandinavian taxes” that keeps them going. RB: Hi, Tomasz, Maria and Harriet! Now that we’re in the new year, what is the team most excited about? MM: I am most excited about our new projects, of course! We are already working on several thrilling initiatives that are likely to be ready in 2024. We are concentrating even more on a genuine and intuitive approach to our projects. I think our new website demonstrates this well. The direction we want to go in is emotional and rich in visual experiences.