YUMM Gourmet Cookies

YUMM is a gourmet cookie brand built around indulgence, personality, and a little bit of bad behaviour. The identity was designed to make gourmet cookies feel less precious and more playful. At the heart of the brand is a hand-drawn character and expressive wordmark that give YUMM a distinctive, instantly recognizable personality. The visual system combines a warm, minimal colour palette with bold typography, playful illustrations, and cheeky copy such as “Baked with bad intentions” and “Highly addictive.” The identity was then extended across packaging, takeaway bags, menus, posters, and other brand touchpoints to create a cohesive experience both in-store and out in the world. The result is a brand that feels indulgent without being overly polished bold, cheeky, warm, and unapologetically YUMM.