Yumi is a personal cooking brand by Megan Taylor. Through her popular YouTube channel, Megan has been teaching viewers how to make easy and healthy recipes right at home. She aims to show the world that eating healthy doesn’t have to be difficult and that it can be enjoyable and rewarding.
My role was to develop a brand that would friendly and eye catching as well as reflect the energetic vibe that Megan transpires. This project deliverables included the primary logo, a short version / symbol, packaging design an a cookbook editorial design.
Summary:
Yumi represents a blend of fun, function, and vibrancy, making healthy cooking feel accessible and exciting. As a personal project, it allowed me to experiment with a bold visual style and explore the creative freedom of crafting a brand from scratch. This project is a testament to how thoughtful branding and design can transform an idea into a relatable, memorable experience.
1. Visual Identity
The Yumi logo was designed as a speech bubble exclaiming “Yumi!”—like an enthusiastic cheer for delicious food. This speech bubble symbolises Megan’s friendly, conversational style as she shares easy, healthy recipes with her audience. The exclamation mark inside the bubble adds an extra layer of excitement, capturing the energy and passion that Megan brings to her cooking.
To ensure versatility across different platforms, I also developed a simplified symbol: a bold exclamation mark inside the speech bubble. This version is instantly recognisable and perfect for social media icons, profile pictures, and other digital applications, keeping the brand consistent and memorable.
The colour palette was inspired by the warmth and vibrancy Megan brings to her cooking. Bright yellows and oranges were chosen to convey energy, positivity, and a zest for healthy living—qualities that resonate with Megan’s mission and personality.
2. Packaging Design
For Yumi’s packaging design, I focused on simplicity, practicality, and an inviting aesthetic. The packaging was created with the brand’s core values in mind: easy, healthy, and enjoyable cooking. With bright, bold colours to ensure visibility on store shelves, the design is both functional and visually engaging.
Each package includes clear instructions and nutritional information, making it user-friendly and aligned with Megan’s goal of promoting stress-free healthy eating. The packaging design also reflects Yumi’s fun and lively spirit, ensuring that it not only stands out but also appeals to health-conscious consumers seeking an approachable and vibrant brand.
