Agency: Owlsome studio
Art director: Maja Regula
Project Type: Produced
Client: Yum Guy
Packaging Contents: Ice Cream, Donuts, Shakes
Packaging Substrate / Materials: Cardboard, Paper
Printing Process: Digital Printing
Yum Guy is a small ice cream shop with a fun and vibrant vibe. It sells homemade, authentic ice cream, as well as donuts and shakes. Each day the Yum Guy team makes fresh gelato made out of whole milk to bring the customers more intense flavors, following the founder’s own recipe. The ice cream are individually crafted using only natural ingredients sourced from local producers. The main flavors are chocolate, banana nut, bubblegum, candy cane, coconut milk, honey almond, and vanilla bean.
The challenge was to create a completely unique experience for both adults and their children. When we first met with the founder he said he wanted something very colorful and eye-catching, something that will stand out, but at the same time, it had to be obvious, that it’s an ice cream brand. Yum Guy is a start-up, but the founder has been selling no-name ice cream for two years already and therefore recognized the importance of good branding. The challenge was to take his ice cream with good-quality ingredients and convince people to actually buy them.
We designed a bright and fun visual identity using 3 main colors: pink, teal, and aquamarine. The color palette highlights the summery feel of the brand that reminds of hot beaches and lazy days on the sand. The main character is Yum Guy - a friendly and saucy ice cream man. We also designed some icons and an ice cream pattern to use on various company materials. Ice cream cups, boxes, stickers, and stationery were also a part of the branding experience.
The friendly character of the branding that makes it appealing to both children and adults.