UMY'S BAKERY
[SCOPE]
BRANDING / IDENTITY
[ INTRODUCTION ]
Umy's Bakery. A bold, vibrant brand built to attract a younger generation of food lovers.
A full brand identity built around one goal. Creating something fun, energetic, and impossible to scroll past. The target was clear: millennials and Gen Z.
[ APPROACH ]
The identity was built around three words: fun, bold, and retro. The logo takes the form of a handwritten marker script, giving the brand a personal signature-like quality, supported by a typewriter font that reinforces the retro direction. Three typefaces, a vivid color palette, and a series of pop art inspired illustrations work together to carry the same energy across every touchpoint. The tagline, Crave It. Bite It. Love It., was developed as part of the identity, telling a simple three-step story that mirrors exactly what it feels like to discover Umy's for the first time.
[ OUTCOME ]
A complete brand identity that feels as good as the product tastes. Retro in character, bold in execution, and designed to connect with an audience that expects brands to have personality.