Yumi's Mezze

Yumi’s came to us with a bold brief: to redefine the premium dip category with the launch of its ‘Mezze’ range—a new line of chunky, antipasto-style dips that promises to elevate the consumer experience. As their design agency partner, we were tasked with helping Yumi’s navigate the challenges of entering the premium segment. Given the brand’s everyday positioning, it was imperative that we create a significant shift by introducing a product that is distinct, desirable, and crafted to meet the expectations of consumers seeking a truly premium experience.

/ Project Scope

Insights
Category & Trend Insights, Consumer & Culture Insights

Strategy
Communications Strategy, Brand Experience Strategy

Design
Brand Strategy, Visual Identity, Packaging Design, 3D Product and Structural Design

Assets
Distinctive Brand Asset Management, Typography & Illustration, Image Creation & Retouching, 3D Digital Rendering

Production
Technical Production & Artwork, Production Management, Partner Coordination

Our collaboration with Yumi’s began with an in-depth exploration of three strategic platforms, each aimed at unlocking the potential of the ‘Mezze’ proposition. Together, we identified the ‘Gourmet Traveller’ platform as the ideal approach, celebrating the rich diversity of cultures and flavors that inspire Mezze. This strategic direction guided the development of a visual identity and packaging design that captures the essence of exploration and authenticity. Our design team worked closely with Yumi’s to create vibrant, culturally inspired imagery that reflects global influences, while a refreshed brandmark maintains continuity with the Yumi’s master brand, adding modern elements to enhance its appeal.

/ The Results

Through our partnership, the Yumi’s ‘Mezze’ range is set to establish a new standard in the premium dip market. The thoughtfully crafted packaging not only differentiates the product on the shelf but also effectively communicates the premium quality and authentic nature of the range. By emphasizing the boldness of the chunky vegetables along with flavours sourced from vibrant cultures, our design work ensures that Yumi’s ‘Mezze’ will resonate with consumers and elevate the brand’s presence as a true premium antipasto dip. This project exemplifies the power of a strong design partnership in transforming a brand’s market positioning and delivering exceptional products to consumers.