YUMM

ABOUT

YUMM is a contemporary cookie bakery brand created around indulgence, craving, and street-culture energy. Rather than following the soft, handcrafted aesthetic commonly associated with bakeries, the identity embraces bold typography, oversized layouts, and expressive compositions to reflect a product that is loud, addictive, and impossible to ignore.

The objective was to build a visual identity that captures the excitement of grabbing cookies with friends—playful, energetic, and culturally relevant—while remaining structured enough to function consistently across packaging, menus, environmental graphics, and retail touchpoints.

SOLUTION

The identity was developed using a Bold × Modern design framework where typography becomes the primary visual element. Letterforms are stretched, layered, rotated, and positioned in unconventional ways to create movement and tension without sacrificing readability.

The logomark evolves from the letter “Y”, repeated and arranged radially to create a distinctive symbol that subtly references both the cookie itself and the shared experience surrounding it. A restrained color palette allows the oversized typography and high-contrast compositions to remain the hero across every application.

Packaging, takeaway bags, menu systems, loyalty cards, posters, and retail graphics all follow the same visual language, creating a cohesive identity that feels expressive yet intentionally controlled.

RESULT

The final system transforms YUMM into more than a bakery—it becomes an experience with a recognizable visual attitude. Every touchpoint communicates the same bold personality, allowing the brand to stand apart from traditional bakery competitors while creating a memorable identity that feels contemporary, energetic, and instantly recognizable.