Yamama refresh aims to hit sweet spot

The Middle Eastern cake brand, owned by Gandour, sought an update to its identity to help push back against stiff on-shelf competition. Yamama called on British design agency Derek&Eric to help its brand finally look the way it had always felt to consumers.

Derek&Eric led the project, partnering with fellow British agency The London Artworking Co., strategist Silas Amos and typographer Rob Clarke, utilising the theme of connection between parent and child as the underlying brand idea in the project.

The updated design sees a smooth and creamy pattern used throughout to express energy and abundance, while the word ‘love’ was added to much of the identity. Refreshed brand assets make use of a light, bold blue in an attempt to evoke further excitement.

Gandour will hope the refresh offers a toolkit which allows the brand to aptly speak to the next generation of cake-lovers throughout the Middle East.

Alex Stewart, creative partner at Derek&Eric, comments, “The strategy in collaboration with Silas Amos started with a simple thought: evolve the brand’s well-established script wordmark into a treatment that evoked a brand all about baking by ‘piping’ the typography. 

“Design turned this thought into a distinctive pattern and added in mouth-watering photography and a graphically confident tone of voice.”