Childlike joy.
Grown-up indulgence.
Following her win on The Apprentice, Harpreet Kaur approached us to help define and build the Oh So Yum! brand. Our role was to position the business as a joyful, indulgent challenger in the dessert category, celebrating excess, nostalgia and childlike delight rather than restrained or premium cues common in the market. We created a handcrafted typemark designed to feel mouth-watering and playful, with the ‘Y’ in Yum forming a looping tongue to express taste, temptation and sweet satisfaction. The identity was designed to scale across stores, packaging and merchandise, creating a bold, instantly recognisable brand built for high-street impact and social shareability. Since launch, Oh So Yum! has grown rapidly, opening multiple dessert stores across the UK.
