Big Yum, Crave the Bite

Big Yum is a bold new dumpling brand serving up a fresh, rebellious twist on a comfort food classic that refuses to play it safe. The design delivers on brief by embodying Big Yum’s promise of bold flavour and fun. Chunky, confident typography and unapologetic close-up photography reflect the playful, craveable, and adventurous spirit of the products. Each product’s garnishes and imagery highlight its unique flavour story, while the unconventional colour palette, ensures shelf standout and visual recognition. The Big Yum brand is memorable, approachable, and encourages consumers to recreate restaurant-level dishes at home. Overall, the design amplifies the brand experience by being unignorable in the freezer aisle, fun, and unmistakably Big Yum. Big Yum’s design dominates the freezer aisle through vibrant color, clarity, and appetite appeal. The bold purple Megabrand provides immediate recognition and owns its space at retail. Horizontal colour-blocking across SKUs builds strong brand blocking, while the chopstick details create a rhythmic, continuous visual flow from pack to pack. This seamless expression turns the frozen shelf into a billboard of flavor and fun.

From the original award submission.