YŪMI Identity Concept

[ project type ]
Packaging Design
Brand Concept
Visual Storytelling

[ year ]
2025

YŪMI is a premium soy sauce identity inspired by Japanese craftsmanship and Mediterranean light.

The design explores balance, texture and calm intention, expressing a refined aesthetic that turns daily use into quiet luxury. Developed for The New Brief challenge, the concept reimagines soy sauce packaging through warmth, restraint and cinematic detail.

A steaming brown ceramic bowl on a wooden surface, with a simple line drawing of a bottle at the bottom. Overlaid text reads 'YUMI' at the top and 'the poetry from soy of umami and sunlight' at the bottom.
Close-up of a dark glossy perfume bottle with gold accents, labeled 'YUMI', with a small white feather graphic, and sample text of the font 'TENOR SANS' listing alphabet characters.
A hand pouring dark liquid, likely soy sauce or similar, from a rustic clay bottle into a small, matching bowl on a soft surface with a cloth in the background.
Open cardboard box packaging with printed text and images, featuring a bowl, a soy sauce bottle, and Japanese-inspired design elements.
Close-up of hands holding a ceramic bowl and a pair of chopsticks, with soft natural light and a blurred background, promoting the YÜMI brand and its connection to Japanese and Mediterranean cultural rituals.
A smartphone displaying a webpage about Yumi, a poetry of umami, with a dark background and white text. There are promotional messages and chat bubbles, with a background of the shadowed interior and sunlight through a window.
A small dark brown bottle labeled "YUMI" is floating in front of a background image of a bowl of salad with chopsticks, with the text "the poetry of umami" at the bottom.
Two rustic ceramic bowls on a textured stone surface with chopsticks nearby, with sunlight filtering through a window, and the word "YUMI" in the center.