Final Designs
Label Set
For the Yum Yum Sauce redesign, I developed a high-energy visual identity centered on bold typography and a vibrant color palette. Drawing inspiration from Japanese folklore, I conceptualized a custom dragon mascot to serve as the brand’s focal point. By designing the mascot to actively interact with the product—rather than just sit alongside it—I created a dynamic, engaging composition that demands consumer attention.
Mockups
Beginning Sketches
Visual Design Ideation
During the development phase in Procreate, I focused on refining the synergy between the custom illustration and the typography. I recognized that my initial typeface selections weren't fully capturing the brand’s high-energy persona. This led to an extensive exploration of bold, expressive typography to find a face that complemented the dragon’s linework. Additionally, I iterated on the illustration itself, fine-tuning the composition to ensure the mascot felt fully integrated into the layout rather than a separate element.
Reflection
This was such a fun project. I was most excited to be able to express my creative side with bright colors and my illustrations. I hope to continue with brand extensions in the future.
YUM YUM Sauce Original Bottle
