UMYUM Foods, Beautifully delicious foods that just happen to be plantbased.
What We Did
UMYUM, a Vancouver-based food company, redefines plant-based food experiences with products crafted to the highest standards of quality. Their approach is simple: make beautiful food that just happens to be plant-based.
To amplify this vision, UMYUM partnered with ZAK to refine their existing logo and elevate their brand strategy, identity, and packaging design system. The goal? To stand out in a crowded plant-based market.
The reimagined design uses a bold red background and unapologetic typography to ensure UMYUM catches the eye on shelves dominated by white and green. This distinctive visual language reinforces UMYUM’s position as an industry leader while creating a scalable system for future product growth.
With a design that balances restraint and impact, the packaging features the bold, corner-wrapping “BUTTER” / “BEURRE” type, creating intrigue and a touch of controversy. The “BUT” visible on one side has stirred debate among retailers, who see it as edgy—a distinction UMYUM embraces as part of their mission to disrupt the typical plant-based narrative. UMYUM’s fearless approach promises to challenge conventions with each new product.
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