New Emblem & Branding for Mr Yum by Re Design — BP&O


Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses

Typically a mission comes alongside that doesn’t simply make you consider how good its typography is, or ponder if millennial pink is making a comeback (or certainly,, if it ever went away), or why immediately a branded bucket hat appears to be a key side of any firm/product/idea’s ‘swag’. Typically, it makes you consider what ‘branding’ even means, or its very perform – it’s a sprawling time period, encompassing all the pieces that units one firm or product aside from one other – its visible and verbal identification, its raison d’etre, its logotype and colors and fonts and angle.

However how far does branding even have to truly assist us perceive what a product, firm or service is, or clarify what it’s or does?All of those extra existential musings took place due to Mr Yum. Who’s he? What’s he? What does he do? Is he even a he in any respect? Does he/it really exist? Truthfully, I don’t know. Nonetheless, Mr Yum’s branding appears fairly nice. However is that sufficient?

What I do know is that Mr Yum is (or was – extra on that later) a tech platform, and one thing to do with eating places – billed as ‘the fusion between tech meals and other people’. We all know this as a result of it’s heavy on QR codes and beautiful photos of meals, diners, and eating institutions. Past that – and I’ve actually  tried – I really feel fairly clueless about it (nearly Richard Madely ranges of QR-code incompetence).

Nonetheless, onto the design. Mr Yum just lately underwent a rebrand due to Re Design, a design/branding company arm of the M&C Saatchi Groupwhich describes Mr Yum as a “cellular ordering and funds service” that’s a “essential a part of the eating expertise” and which helps venues develop.

Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses

It appears probably that the refreshed branding took place following a merger between Mr Yum and fellow meals and beverage tech platform me&u final September.  In keeping with the location Energy Retail, these corporations had been in competitors since starting life as startups in Australia 2018 and “present the hospitality trade with cellular ordering and visitor advertising and marketing via QR code expertise”. What’s barely complicated is that this, in addition to quite a few different articles and posts (akin to this one) from December 2023 state that the merger meant each companies would function solely underneath the title me&u, dropping the entire Mr Yum factor solely and dealing underneath a single new icon.

Re Design’s case examine, nevertheless, makes no reference to both me&u nor the merger, as a substitute saying that the studio was introduced in as a result of “Mr Yum wanted a design system to convey their new positioning of ‘Higher Collectively’, one that might energy all components of their enterprise and seize the vitality of their unbelievable tradition”. Re Design provides (reasonably improbably, at the very least for these of us within the UK), “In the event you’ve eaten out recently, you’ve most likely scanned a Mr Yum QR code”.

Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses
Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses

A key a part of the transient was  to “make a tech platform extra human” in response to Re Design, which labored throughout Mr Yum’s visible identification, web site, illustration and movement design.  All of those sit collectively to underscore the model’s fusion of meals, expertise and other people; and no matter it’s that Mr Yum does or did, the brand new designs definitely obtain that purpose.

All the things from the color palette to the fonts, layouts, images type, wordmark and extra level in the direction of a youth-led, tech-centred, semi-aspirational however completely playful sensibility – the latter underscored additional by the reasonably daft, however frivolously charming title, Mr Yum.

Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses

Re Design’s references to the tech stuff could be deemed slightly ham-fisted in the event that they didn’t look so nice: it’s all grids, pixel fonts, and even patterns that replicate QR codes. They’re very apparent signifiers, however within the grand scheme of the branding, the company will get away with it.

The seen grid additionally creates a way of consistency throughout the branding, sitting beneath each structure whether or not that’s a sandwich board advert, social media put up, merch merchandise, stationery, or billboard.

The usage of color, too, is a great option to unite the worlds of meals and tech. There are three primary major model colors, that are then subdivided into six additional colors (together with black and white), every with names that belie the same old formalities of Pantone numbers or hex codes: inexperienced turns into Margarita; purple turns into ‘Burple’, which means that human component can peep via once more. These colors are supplemented by a set of secondary tones, a few of that are gradients reasonably than a single shade. These, too, toy with food-led names: there’s a pleasant ‘Sauv Broccolini’ (no matter that’s) green-to-white gradient; a saccharine millennial pink ‘Frosé’; and the comparatively easy lurid yellow tone, Cheddar.

Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses
Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses

Once more, the font selections are wonderful: a pleasant tongue-in-cheek reinforcement of the thought of uniting emotion-led, lifestyle-leaning human parts with the chilly, arduous 1s and 0s of tech. Re Design commissioned a customized typeface by Wei Huang that “nods to QR codes”, in response to the company, which is used interchangeably with Söhne byNew Zealand-based Klim Kind Foundry.

Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses

Re Design added additional touches of playful persona with a set of icons that appear like the pixelated emoticons of yesteryear (there’s a very charming little martini glass); whereas the Mr Yum wordmark actually involves life in movement purposes, morphing between a mouthwatering mass of letterorms constructed from churros and dripping in chocolate sauce, to showing as shiny sushi salmon slabs.

It’s a disgrace that this pretty work for this complicated model doesn’t appear to have had an opportunity to dwell and breathe on this planet: once you click on on mryum.com on this web site, it redirects robotically to the me&u homepage. Nonetheless, not a completely wasted mission: even simply as a portfolio piece for Re Design, it’s a visually placing, dynamic, and in the end very enjoyable bit of labor.

Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses
Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses
Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses
Logo, social media assets, custom typeface and iconography by RE for Mr Yum, a tech payment platform for food brands and hospitality businesses



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