This is a freelance project. At the end of 2024, Yummii Yummii contacted me and requested a rebranding. I have worked with Yummii Yummii before, when they mainly targeted mothers, predominantly over 30 years old. This project was finalized in January 2025 and took around 15 hours total to complete.

Brief

They would like to have a simple brand book containing a new logo, typography, color scheme, as well as inspiration and content guidance.

They want to (1) speak to a younger demographic, 15-29-year-olds, (2) be more minimalistic and timeless, and yet (3) keep the core values, such as a healthy lifestyle and sustainability.

They also referred to Boom Butik's visual branding as one of their inspirations.

Result

Logo

The logo became a lot simpler. I removed the slogan, country of origin, and icon. Practically speaking, the new logo is much more scalable due to its simplicity. Moreover, the main logo is in a muted green color to communicate the eco-friendly, sustainable, and healthy lifestyle aspect. Still, the logo is also available in dark grey and white to accommodate different backgrounds. The new logo is also in all lowercase with heavier letters to appear bold yet casual and more personal, appealing more to the younger audience compared to the stiff, all-uppercase, and thinner letters.

Before

After

Typography

The new main typeface is Instrument Sans, specifically in Bold 700. Same argument as the logo, which uses the same typeface as this, this was meant to appear bold, to appeal to the younger demographic.

The new body typeface is Inter, specifically in Light 300. This typeface is narrower in width compared to the heading typeface to reduce reading fatigue. The lightness of this typeface is also meant to support clearer text hierarchy and make it easier for the reader to skim and scan information.

Colors

The muted green #4FA287 is the main color, again, to communicate sustainability and healthy lifestyle.

Content direction

• Not too professional pictures (but still good lighting)

  
  

• Include people using the products, not posing but naturally, no need to show faces

  
  

• Include hands (of relevant target audience) in close up product pictures

  
  

• Incorporate products in lifestyle of relevant target audience

  
  

• Use colored, plain background similar to supporting colors for flat-lay pictures.

In practice

Before

After