UMYUM Foods

Integrated Award — Rebrand/Refresh

ZAK Design Studio

Vancouver, British Columbia, Canada

UMYUM is a Vancouver-based food company on a mission to redefine plant-based food experiences. Rather than leading with typical health claims, UMYUM’s philosophy is simple: make beautifully delicious food that just happens to be plant-based. In a market crowded with greenwashed, wellness-focused branding, their vision called for a bold identity that could disrupt expectations without compromising design integrity. As the company prepared to scale and expand its product line, it became clear their visual identity needed to evolve. UMYUM partnered with ZAK to refine the brand and build a visual system that could support short-term packaging goals and long-term ambition.

Through an audit of the competitive landscape, ZAK identified a sea of muted, greenwashed packaging. UMYUM’s philosophy created space to go bolder. ZAK refined the logo, introduced scalable typographic rules and developed a visual language to carry across SKUs, formats and contexts.

The final identity leans into disruption: a bold red background, expressive corner-wrapping type and a packaging system built to scale. The word “BUT,” peeking from one edge, sparked early retail conversation and affirmed the brand’s confident stance. UMYUM’s rebrand helped reposition the company as a category leader, earning shelf space at Whole Foods USA and praise from retail partners.