Yummiverse
Redesigning an iconic brand
CLIENT
Yummiverse
SERVICE
Branding Redesign
YEAR
2025
LOCATION
Porto Alegre, BR
Overview
Seven years after designing this visual identity, it was time to revisit it for an update. The brand redesign went beyond just the visuals — it involved a complete restructuring of the company, which is no longer just an online store selling homemade sweets. Yummiverse has evolved into a brand that goes far beyond the product itself. It is now an institution with meaning, and one of the ways to make that meaning tangible is through a sweet delivery platform.
To achieve this, the brand had to be rethought on a strategic level — unlike the first project, back in 2018, where the identity was developed more tactically. This means the brand now plays a central role in the company's decision-making process. Every decision must contribute to building the desired image of the brand. Based on this, the project had to start from an internal perspective — focusing on the brand’s role in people’s lives and its true purpose. Tools like the Golden Circle were essential in clarifying this path.
Despite the brand’s transformation, the legacy of the original project remains: to offer a journey into a sweet universe.
Click here to see the strategic part of the Yummiverse's brandbook
Challenge
The scale of this project was a challenge in itself, as I had to define many strategic aspects, each of which needed to complement the others in order to ensure a cohesive outcome. I had to think, rethink, and make multiple changes to elements related to brand meaning so that all the pieces could fit together before starting the redesign of the visual identity.
One example of this was the Golden Circle itself, where defining the company's purpose is essential to guide all other aspects of the business. Understanding the company’s reason for being and how it connects with people allowed me to expand my perspective on the Yummiverse brand and see the many possibilities that exist for this company.
Brand
The result of the Yummiverse brand redesign led to a complete restructuring of the brand, as the company would no longer produce its own sweets to sell, but instead offer a platform for other bakeries to list their products. Despite this shift, Yummiverse’s promise remained the same: to take people on a journey into the sweet universe.
Now with a tech-based product, Yummiverse’s visual identity also needed an update — including applications with more modern compositions, embracing new technologies and the use of artificial intelligence. Even so, many elements from the original version of the brand were preserved, such as the colors and textures. The monogram received a subtle adjustment to make it more visually balanced, which also led to refinements in the logotype, particularly in the spacing between the characters.
