Yumm

1: Brief

2: Key Deliverables

3: Scope

4: Business Strategy

5: Brand Identity

6: Signage & Promotion

7: Web

8: Closing Thoughts

Brief

In the city of Naples, Italy, our client reached out seeking our expertise to create a standout brand. His passion? Gelatos. Our goal was to design a business that would make his passion profitable, captivate tourists, while also enabling online sales to locals. Yumm! was born, a vibrant and enticing gelato brand that seamlessly blends traditional Italian flavors with organic ingredients, offering a taste of Italy both through roaming carts and online.

Key Deliverables

Essential for project success, these are the key outcomes and products we designed, representing significant milestones and achievements along the way:

Business Consultancy

Provided guidance on business aspects such as business model, vision and values, long-term goals, and KPIs.

Brand Identity Creation

Developed the brand name, tagline, and visual elements to reflect the organic and Italian essence of the gelato shop.

Signage & Promotion

Designed packaging for sorbets, cups, and to-go packaging, as well as flyers, business cards, signage, and staff uniforms.

Web

Appealing website with online ordering functionality and information about the brand and products.

Scope

The project aims to create a standout brand for organic gelatos in Naples, Italy. The client’s passion for gelatos has led to the development of a vibrant and enticing gelato brand named Yumm!. The project will include business consultancy to determine the most secure and successful business model for the venture. Additionally, it will focus on designing the brand identity, including the name, tagline, logo, color palette, and visual elements. Packaging design for sorbets, cups, and to-go packaging, as well as the creation of flyers, business cards, signage, and staff uniforms, will also be part of the project scope.

A successful implementation of the project will be measured by the achievement of the following criteria:

Business Model

Develop a business model for Yumm! that ensures profitability and growth while minimizing risks. This includes careful consideration of costs, pricing strategy, revenue streams, and market viability to create a sustainable and low-risk business model.

Visual Appeal

The brand identity, packaging, and overall visual elements of Yumm should be visually appealing, captivating, and memorable, attracting both local customers and tourists.

Business Strategy

After carefully considering the initial plan to open a physical store in the city center, a comprehensive risk analysis led to the decision to pursue a lower-cost entry model. This strategic shift, backed by meticulous evaluation, reflects a commitment to financial prudence and market responsiveness. The chosen business model, to be detailed in the following business model canvas, aligns with the overarching goal of establishing a sustainable and profitable gelato venture, ensuring a solid foundation for future growth and success.

The Business Model Canvas for Yumm! outlines key partnerships, activities, resources, and value propositions essential for success. It emphasizes customer relationships through engaging social media and personalized service, with distribution channels targeting both local residents and tourists. Overall, the canvas provides a structured framework for optimizing the gelato business.

Building on the Business Model Canvas, the Empathy Map delves into the mindset of tourists buying from the gelato cart. It explores what they see, hear, think, and feel, as well as their actions, pains, and gains. This deeper understanding allows Yumm! to tailor its offerings and customer interactions for a more engaging and satisfying experience.

Empathy Map:

What does the tourist see?

Fun and Local Experience:
The gelato cart is a colorful and inviting attraction, representing an authentic and enjoyable local experience.
Variety of Flavors:
Different options of gelato with traditional Italian flavors and organic ingredients.

What does the tourist hear?

Cheerful Environment:
Cheerful and inviting sounds from the environment, possibly Italian music or lively voices from the vendors.
Flavor Explanations:
Vendors explain the available flavors, highlighting the authenticity and quality of the products.

What does the tourist think and feel?

Curiosity and Anticipation:

Curiosity to try local flavors and anticipation for the gastronomic experience.
Confidence in Quality:

Perception of quality due to the organic ingredients and careful presentation.

What does the tourist say and do?

Interest in the Products:
Asks questions about the flavors and shows interest in trying them.
Purchase and Share:
Buys gelato and shares the experience on social media to show friends and family.

Pains

Possible concerns about hygiene and quality of the products.

Gains

Authentic, tasty, and memorable experience of Italian cuisine, as well as interaction with the local culture.

Based on the empathic understanding, the Customer Journey provides a holistic view of the customer’s experience, highlighting key touchpoints and emotions throughout their interaction with Yumm!’s gelato cart.

Customer Journey:

Strengths

Unique Value Proposition: Offering traditional Italian flavors with organic ingredients.
Engaging Brand Identity: Vibrant and enticing, attracting customers.
Strategic Partnerships: Suppliers, local authorities, and marketing agencies.

Weaknesses

Limited Brand Awareness: Being a new brand, it may take time to establish recognition.
Dependence on Seasonality: Sales may fluctuate with tourist seasons.

Opportunities

Market Growth: Increasing demand for organic and authentic food experiences.
Collaborations: Opportunities to partner with local businesses or events.

Threats

Competition: Presence of established gelaterias and other dessert options.
External Factors: Economic instability, changing consumer preferences.
Regulatory Challenges: Adhering to local regulations for food safety and cart operations.

Expanding on the insights gathered, the SWOT analysis provides a deeper dive into the internal and external factors that can impact Yumm!’s success. By combining the understanding of customer needs and perceptions with an assessment of the business’s strengths, weaknesses, opportunities, and threats, Yumm! can develop a more informed and targeted strategy. The SWOT analysis will further refine Yumm!’s approach, identifying areas where it can capitalize on its strengths and address potential challenges to ensure a successful launch and sustained growth in the competitive gelato market.

SWOT Analysis:

Brand Identity

Here, we’ll unveil the visual and conceptual elements that define our gelato brand’s unique personality. Our typography and visual elements are carefully curated to create a cohesive and unforgettable brand image. By defining Yumm’s brand identity, we’ve established a strong and recognizable presence that resonates with both locals and tourists, making us the go-to destination for a truly authentic Italian gelato experience.

Naming: The Meaning Behind "Yumm!"

The choice of the name Yumm! is rooted in its onomatopoeic nature and its connection to Italian culture. Italian culture is known for being expressive, with characteristic tones of voice and gestures. The onomatopoeia “Yumm” directly represents the sensation and pleasure of enjoying a gelato from the brand. This name not only captures the essence of the product but also resonates with customers on a sensory level, evoking the joy and satisfaction of indulging in a delicious treat.

Color Palette

The colors chosen for Yumm!’s brand identity were carefully selected to convey the brand’s values and essence effectively. The soft pink (#FFC0CB) was chosen for its delicacy and femininity, evoking a sense of sweetness and pleasure associated with enjoying artisan gelato. The teal blue (#7BA9B8) was selected as the main color for its serene and sophisticated quality, conveying confidence and authenticity, appealing to both locals and tourists. The golden tone (#FFDEAD) adds a touch of elegance and luxury, reflecting the premium quality of Yumm’s products. Finally, the charcoal gray (#2A2D34) was chosen as a modern, neutral tone, providing a solid base for the brand. Together, these colors create an attractive and cohesive visual identity that accurately represents Yumm’s essence and values.

Typography Selection

The choice of typography for Yumm’s brand was driven by the need to convey a sense of warmth, authenticity, and modernity. The handwritten font used for the logo reflects the brand’s artisanal and personal approach, evoking a feeling of craftsmanship and uniqueness. This custom font adds a touch of personality and sets the brand apart, ensuring that it is easily recognizable and memorable. For the tagline and other brand materials, the Raleway font was selected for its clean, modern aesthetic and excellent readability. Raleway is a font similar to Source Sans but with a style that is more related to ice cream, adding a playful and inviting element to the brand. The combination of these two fonts ensures that Yumm’s brand message is communicated effectively across various touchpoints, from packaging to promotional materials, enhancing the overall brand experience for customers.

Tone & Voice: Crafting Brand Personality

Yumm’s tone and voice are carefully crafted to reflect the brand’s playful and inviting personality.

Using a mix of handwritten and bold, modern fonts, along with visually engaging brand assets such as hand-drawn elements and chat bubbles with catchy messages, Yumm’s communication style is friendly, approachable, and full of character. This tone of voice is designed to resonate with customers, creating a sense of fun and excitement around the brand, while also conveying a message of quality and authenticity.

Signage & Promotion

Yumm’s packaging design is an integral part of the brand’s visual communication strategy. Throughout the customer journey, from initial engagement to the point of purchase, the goal is to captivate attention and create an inviting atmosphere.

The signage features a blend of visually engaging elements, including hand-drawn illustrations and chat bubbles with catchy messages, to create a sense of fun and excitement.

Once the customer interacts with the packaging, the focus shifts to conveying quality and sophistication. The addition of photographic elements representing the flavors of the gelatos adds a layer of refinement and sophistication to the packaging.

These visuals not only enhance the aesthetic appeal of the packaging but also convey a sense of quality that positively influences the perception of the product’s taste.

Web

As a forward-looking initiative, our website development includes the framework for online sales of our gelatos. While the sales implementation is not currently active, the infrastructure is ready to launch as the business advances.

Closing Thoughts

As we look back on the creation of Yumm!, our goal was to design a business in which its brand not only stands out but also deeply resonates with a vibrant audience. This required a meticulous attention to detail, enabling us to craft a brand identity that perfectly blends playfulness with sophistication.

Our selection of typography, colors, and imagery played a pivotal role in conveying the brand’s fundamental values. We aimed to create an immersive brand experience that would resonate with customers, both visually and emotionally. This approach guided us in designing a visual identity and brand assets that are not only visually appealing but also communicate the essence of Yumm!

As we look forward to the future, we are excited to see how Yumm! will continue delighting customers with unique gelato offerings. We are confident that Yumm! will continue to be a standout brand in the streets of Naples.

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