YŪMI

project type
Packaging Design,
Brand Concept
Visual Storytelling

year
2025

YŪMI is a premium soy sauce concept that brings together Japanese craftsmanship and Mediterranean light.

The visual identity explores balance, texture and calm intention, translating everyday ritual into quiet luxury.

Developed for The New Brief challenge, the project reimagines a familiar object through warmth, restraint and cinematic detail.

A steaming brown ceramic bowl on a wooden surface, with a simple line drawing of a bottle at the bottom. Overlaid text reads 'YUMI' at the top and 'the poetry from soy of umami and sunlight' at the bottom.
Close-up of a dark glossy perfume bottle with gold accents, labeled 'YUMI', with a small white feather graphic, and sample text of the font 'TENOR SANS' listing alphabet characters.
A hand pouring dark liquid, likely soy sauce or similar, from a rustic clay bottle into a small, matching bowl on a soft surface with a cloth in the background.
Open cardboard box packaging with printed text and images, featuring a bowl, a soy sauce bottle, and Japanese-inspired design elements.
Close-up of hands holding a ceramic bowl and a pair of chopsticks, with soft natural light and a blurred background, promoting the YÜMI brand and its connection to Japanese and Mediterranean cultural rituals.
A smartphone displaying a webpage about Yumi, a poetry of umami, with a dark background and white text. There are promotional messages and chat bubbles, with a background of the shadowed interior and sunlight through a window.
A small dark brown bottle labeled "YUMI" is floating in front of a background image of a bowl of salad with chopsticks, with the text "the poetry of umami" at the bottom.
Two rustic ceramic bowls on a textured stone surface with chopsticks nearby, with sunlight filtering through a window, and the word "YUMI" in the center.