YUMM — Cookie Brand Identity & Packaging

The brief was to create a cookie brand rooted in indulgence, craving, and street-culture energy. YUMM is designed to feel loud, immediate, and addictive—standing apart from soft, predictable bakery aesthetics.

The concept focuses on expressive distortion and bold visual impact. Typography becomes the core element, stretched, exaggerated, and placed in unconventional layouts to create tension, movement, and attitude across applications.

Inspired by street graphics and raw visual culture, the identity embraces imperfection through scale shifts, layered compositions, and high-contrast arrangements.

The logo system evolves from repeated and manipulated letterforms, forming a flexible mark that reflects both the product and the behavior around it—sharing, craving, and consuming.

Across packaging and brand touchpoints, the system maintains a strong, unapologetic presence. The result is a bold and contemporary identity that communicates as intensely as the product itself—playful, energetic, and impossible to ignore.