PORTFOLIO
Yumi
Rebrand
Designing a cohesive brand experience
Yumi required a refreshed brand identity to bring greater consistency and refinement across its customer touchpoints. I began by refining the existing logo, enhancing its fluidity and elegance while retaining the familiarity of the original mark.
A new crest was also developed, incorporating the logo alongside typography identifying each store location. This created a distinctive and flexible brand element that could be applied across a range of communications.
The refreshed identity was rolled out across stationery, point-of-sale materials, advertising and digital elements, creating a more cohesive and contemporary brand presence. I also developed comprehensive brand guidelines for Yumi’s in-house design team, providing clear direction on how to apply the new identity consistently. This project was undertaken as Senior Designer at Missouri Design, London.