YUMM BAKERY
Project Overview
Yumm is a new pie shop that gives a modern twist to the fifties diner style. The new shop needed a name and brand that would convey its friendly, quirky attitude to the target audience of food lovers, ages 25–40.
I wanted a short name with a friendly and positive association that would quickly convey the shop’s tasty offerings. The name “Yumm” preserves the extra M from the word “yummy,” adding emphasis and uniqueness to the name. The logotype is hand-lettered with three different layers to reference the construction of an actual pie. Core Circus, a friendly font with modular layers, compliments the logo with great charm and whimsy, softening the brand. Aktiv Grotesk was chosen for body copy for a clean, readable look. The color palette of light pinks and yellows sweetens
the brand to match the pie.
the brand to match the pie.
![](https://cdn.myportfolio.com/4adb07baea72030066445d3585ec3b68/e37f58e8-f425-4c79-9877-0d0c488a98b4_rw_1200.jpg?h=5ab61d8f63dd9d428ba77fb35bddbf82)
![](https://cdn.myportfolio.com/4adb07baea72030066445d3585ec3b68/2545977a-62b5-46c4-a83d-9e4b111b58e4_rw_1920.gif?h=ae64247d64452dd2701d945e63e78d98)
![](https://cdn.myportfolio.com/4adb07baea72030066445d3585ec3b68/e98a4f78-b8eb-4801-990b-d921eb35476c_rw_1920.jpg?h=bc232c4de76a5877f8c68a8051b06a2d)
![](https://cdn.myportfolio.com/4adb07baea72030066445d3585ec3b68/ecac4760-e406-422d-8b70-40c79ab9c064_rw_1920.jpg?h=5c5271e557d09f786847b3aaba06fb5a)
![](https://cdn.myportfolio.com/4adb07baea72030066445d3585ec3b68/13248159-483a-4cac-87c2-564d1d1b2e2f_rw_1920.jpg?h=324d1c1486d626305d2d87d3cc466eb1)