umbo began as a challenge to conceptualise a brand identity from a natural object. Choosing a navel orange, preliminary brainstorming began with first sculpting the form of the object and understanding it from epicarp to core. The idea of a navel piercing company came soon after, a pun on the navel aspect of the orange. This carried through with the rest of the identity, from logotype to package design.
The final packaging also subtly introduced the Creation story by having Eve flaunt the cover - ironic since she would not have a navel. The colours of the final package were chosen in a bid to attract street culture youth. The name umbo, meaning central force, was essential to reinforcing the idea of a navel piercing company.