Shape of Drums


Branding & Identity, Packaging





SIGU creates hoops for drummers that are passionate about their groove and rhythm. A unique set of products that shapes a distinctive sound even on mass-produced drums.

We developed a brand image and strategy for this young, ecologically minded and passionate musical instrument manufacturer with the ambition to capture attention of the world's most enthusiastic drummers.

The challenge was to create inspiring identity that conveys the brands’ mission: shape the sound; to tell about SIGU way of thinking and help to improve the musician's style and sound, while maintaining the brand identity joyous (because who doesn’t have fun, while doing the things they love, like playing music).

By being involved from the beginning, working on the new brand identity together with Peter and Richard, the people behind SIGU, we came to a common understanding, trust and goal - to create a brand that would be useful to any drummer who is open to experimentation and wants to find his Shape of Drumming / Sound / Style.




Product packaging is inspired by the product itself – to contain the different shapes of the hoops. While designing we kept in mind that product will also be transported long distances, displayed in music stores or exhibition stands. We were sure that it had to be designed as a two-part set, which is able to protect the product and also highlight it amongst others.

The main features of the packaging were functionality, the ability to adapt to the different sizes of the product, as well as its surface area as a brand name bearer in the world, and the ability to see and feel the product without detaching it from the packaging.

More work