The process for Hi Piggy began with a randomly assigned animal— a pig— which served as the foundation for developing the brand concept. From this prompt, I explored different associations and behaviors of pigs, particularly their natural connection to mud and dirt. This insight inspired the idea of translating coffee into a playful “mud-like” environment for the pigs, creating a conceptual link between the product and the animal’s instinctive behavior. From there, I developed the brand around a coffee shop experience that embraces this concept, using it as a creative direction to guide the visual identity, tone, and overall storytelling of the brand.