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Yum Bun

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The Reserve

Lisa Meyer-Jones

"We're delighted with our new branding and website; and the fresh energy that the strategy work and messaging has breathed into our business. From the very early meetings, How&How understood which parts of our identity we wanted to reach into and express. The creative team’s skill and lightness of touch made the branding design process feel fully collaborative and so exciting! 

"They're also a complete pleasure to work with, both responsive and reassuring that no detail is too small to consider. Love these guys."

Brand Strategy
Brand Narrative
Verbal Identity & TOV
Visual Identity
Illustration & Animation
3D Design
Mascot Design
Website Design
Website Development
Marketing Retainer

Thanks to Lisa, Chloe and the rest of the YB crew for such a fun-filled collaboration, and for all the tasty baos that powered us through!

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Featured:
The Brand Identity
Creative Boom
Brand New: Under Consideration
Pages Magazine
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Strategist: Alyssa Barbaran
Copywriter: Harriet Stallibrass
Production Manager: Mel Dominguez
Animator: Joana Fatela
3D: Victor Silva
Designer: Carl Doneza
Snr Designer: Luca Bresolin
Snr Digital Designer: Hannah Leggett, Jade Sheils
Client Services: Fanny Kaminski
Assoc. Creative Director: Chris Beck
Creative Director: Cat How

The first ever streetside bao in London? It was from Yum Bun. 

We partnered with this category first to bring some feel good flavour to the world. Reworking their strategy and brand identity, and serving it with a steaming hot website to get people demanding more from street food.

In London, food trucks are now as synonymous with the city as red buses. Every market, open space and pop-up flaunts a hoard of stands promising world cuisine. Hungry people wait in line expecting unhealthy, ethically questionable, fast food from this crowded market of copycats.

Yum Bun takes street food back to its OG meaning. They're meal experimentalists, throwing out the recipe book and forever setting the standard for MORE. So we built a brand strategy that says more quality, more integrity... more fun. Then formed a new visual identity and tone-of-voice with the same progressive optimism.

Our brand idea was ‘Bounce and Rise’, speaking to Yum Bun's bouncy baos, playful energy and standard-raising culture. The new logo riffs off Japanese Hanko stamps with an added sunrise aperture, to mimic Yum Bun’s fusion of Japanese craft and optimistic belly-rubbing warmth. The signature brand bao goes full-blown fluffy friend. We also created typography formats to reflect different sights and sounds of the kitchen, such as ‘Steamy’; ‘Sizzling’; and ‘Goodness’; and a colour palette inspired by sunrises and warmth.

We shaped messaging that says that at Yum Bun, you don’t have to choose between quick and comforting or innovative and exquisite: their buns do both. We also emphasised their conscious mindset to serve maximum taste with minimum impact. A feel good ray of bunshine!

Since our rebrand launch in February 2023, on social media (IG) Yum Bun have seen an increase in the number of accounts reached by +368%, and an increase in engagement up by +434%. There's been a noticeable uptick in footfall at their sites; and a 'dramatic increase' in the quality and calibre of recruitment—which Meyer-Jones sees as "A huge win as staffing is half the battle."

Raising the bar on street food. A new verbal and visual identity, illustrations and website for steamed bun originals, Yum Bun.

Brand Identity, Website Design & Website Development for Yum Bun

In London, food trucks are now as synonymous with the city as red buses. Every market, open space and pop up flaunts a hoard of stands promising world cuisine. Hungry people wait in line expecting unhealthy, fast food from this crowded market of copycats.

YumBun takes street food back to its OG meaning. They are meal experimentalists, throwing out the recipe book and forever setting the standard for more. So, we built a brand strategy that says more quality, more integrity, more fun. Then formed a new visual identity and tone-of-voice with the same progressive optimism.

The brand idea was ‘Bounce and Rise’, speaking to the bouncy buns, playful energy and standard-raising culture. The new logo mimics YumBun’s fusion of Japanese craft and belly-rubbing warmth. The signature brand bao goes full blown fluffy friend. We also created typography formats to reflect different sights and sounds of the kitchen, such as ‘Steamy’; ‘Sizzling’; and ‘Goodness’.

We shaped messaging that says at YumBun, you don’t have to choose between quick and comforting or innovative and exquisite. As, their buns do both. Also emphasising their conscious mindset to serve maximum taste with minimum impact.

We use Google Analytics to track and record your movements on the Website, where you came from and what pages you access. This data is not connected to any personal information.

We use Hubspot for Website analytics and marketing automation. This data is anonymous unless you fill in a form and your contact details are added to our database with your consent.

We use Leadfeeder to see what company IP addresses our traffic is coming from. This data is not connected to any personal information.

We use Hotjar to record session information to see how people use our website. This data is not connected to any personal information.

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A branding agency liberating ideas the world deserves. Working from London and LA we use imagination to turn businesses into brands. Brands which enrich lives, nature and founders. We design the not yet.

How&How Branding Agency in London & LA

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Yum Bun

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