Client: Yumchi | Market: UK | Services: Brand Identity, Packaging Design, Photography
YOUR LIVELY SIDEKICK
Yumchi makes authentic Korean kimchi with a modern twist. Using a recipe that’s been in her family for three generations, founder Lily Hirasawa brings together her passions for fermented foods and mindful living to create this raw, organic and gut-friendly Asian side dish in London.
Lily wanted a refined, stylish and confident brand that felt part of the artisan movement but wasn’t too ‘earthy’. As kimchi is still a growing category in the UK, educating the consumer on the natural ingredients, fermentation and healthy benefits was important.
For Yumchi’s brand identity and packaging we took inspiration from the product’s authenticity and Asian roots but brought it up to date with bold, simplistic design and modern, bright packaging (and a fun name!). We used subtle cues to communicate the organic nature of the product and its health benefits, including a smile-shaped logo and a pattern inspired by the good bacteria and ingredients. The concept is subtle but the design isn’t.
Yumchi has already started making waves in the kimchi and fermented foods category – and shortly after launch was taken on by Planet Organic.