YumYum Natural. Sip fresh. Live fresh.
Year
2025
Sector
Food & Beverage
Discipline
Branding
The context
YumYum was created to redefine how natural fruit juices are perceived. Rather than competing as another health-focused beverage, the brand positions fresh juice as a premium everyday ritual, equally at home in cafés, brunch spots and slow mornings. A key product insight shaped the entire identity: every juice is built on a grape juice base, regardless of its flavor. The challenge was to transform this unique characteristic into a distinctive and memorable brand system.
The solution
We built the identity around a distinctive strategic insight: every YumYum juice uses grape juice as its base, regardless of the fruit flavor. This became the foundation for the brand’s visual language, with the grape reimagined as the core symbol across the identity. Combined with refined typography, a bold black-and-lilac palette and expressive art direction inspired by modern café culture, the system creates a memorable brand that extends seamlessly across packaging, social media, merchandise, print and brand experiences.
The team
- Art Direction: Diana Apalaghiei, Bogdan Apalaghiei
- Brand Identity: Bogdan Apalaghiei, Diana Apalaghiei
- Graphic Design: Andreea Liche
- Project Management: Bogdan Apalaghiei
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