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2018
Yummy
Yummy is a conceptual fast food brand designed for teenagers who love fun, playful eating experiences. The branding experiments with typographic glyphs as graphic elements, focusing on how blue influences appetite perception. The project challenges conventional fast-food aesthetics by merging bold, experimental typography with engaging packaging design.
Location
Role
Collaborator
Collaborator
Studio
Tools
Photoshop, Illustrator
Award
Experimental
Conceptual
Graphic Design
Branding
Packaging
Problem
How can experimental typography and color psychology redefine branding for a youth-focused fast food experience?
Process
- Typography & Glyph Exploration: Experimented with letterforms and abstract glyph elements to create a unique brand identity.
- Color Psychology Research: Explored how blue, typically associated with appetite suppression, could be reimagined in fast food branding.
- Packaging & Layout Experimentation: Designed interactive, visually engaging packaging that encourages playful food interaction.
- Iterative Design Development: Sketched multiple layout possibilities, refining the final execution through experimentation with form and structure.
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Solution
A bold and unconventional fast food brand identity that uses typography, glyph design, and color psychology to challenge traditional notions of fast-food branding.
Outcome
- Developed a unique, experimental brand aesthetic targeted at younger audiences.
- Successfully integrated typography as a primary design element, shifting away from conventional image-based branding.
- Created a visually intriguing and playful packaging system that enhances the dining experience.
