YUM JAM – Brand Identity Design

YUM JAM is a handmade jam. We were asked to design a brand identity for it, including: name, logo and label. The name is short form of the word “yummy” which induces the sense of joy and deliciousness. We used the common “M” in yum and jam for logo and character design. The smile is applied to represent the satisfaction and joy felt when eating something you like. Round lines without corners induces the sense of softness and fruit’s texture in jam. In pattern design we tried to show the sense of each fruit by using lines in the label background as simple as possible.