Challenging Shallow Connections.

A while ago, we were approached by three forward-thinking brothers with a mission to bring back togetherness and celebrate the things that matter most. Together, we turned their vision into a new category idea we named "Gratitude Prints" and renamed the company from Pinjo to YUMI. We then created a new logo, visual identity, and marketing material to bring their mission to life.


Category design

Challenger narrative

North star metric


Brand name

Logo design

Visual identity



Social media assets

yumi press release

From Vision to Validation

We started by articulating their vision in the brand manifesto, with a strong belief statement: “People deserve to have a deeper connection with the people they care about”, and mission statement “Help our generation share their emotions so they feel more connected.” and baseline: “Moments of gratitude”

We then implemented this vision in their brand identity with a red and human-inspired visual identity, minimalistic design, and a focus on togetherness.

We validated our brand direction through an association AI engine and EEG-validated methodology to ensure the right associations were evoked.

yumi ai generated image
yumi ai generated image

A Successful Rebranding Journey

The transformation of Pinjo into YUMI has been a resounding success, with the results being nothing short of promising. Our branding efforts have positioned YUMI as a daring, unambiguous, and visionary gratitude printing and sharing app for those seeking personal growth and self-improvement.

Our work on the logo, visual identity, website, and marketing materials has allowed YUMI to stand out in a competitive market and move closer towards its goal of spreading gratitude and making the world a kinder, more compassionate place. By empowering people to express gratitude in a unique and personal way, YUMI is making a difference, one act of gratitude at a time.

Yumi case imageYumi case image
Yumi case image
Yumi case image
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Yumi case image
Yumi case imageYumi case image
Yumi case image



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