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.