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.