Stirring Up Stir Fries
Whitworths Wok Tops
Creative Direction
Visual Identity
Art Direction
Position Development
The Yummy Spread Co are a sustainable food brand on a mission to tackle food waste. They work collaboratively with fruit farmers, purchasing fruit that is considered 'too ugly' for retail sales, but perfectly good enough for making delicious jams! The brand was seeking a full brand identity, including packaging designs, celebrating their core brand message of aiming to tackle food waste head on. A key goal was to stray away from cliche organic and sustainable brand styles which often lack personality.
The Insight
Despite being a household staple, the jam and preserves category has remained visually stagnant for years - dominated by heritage cues, muted colours and traditional typography. While this communicates familiarity, it leaves little room for excitement or emotional connection, especially for younger consumers. At the same time, adjacent categories like nut butters have evolved rapidly, embracing bold branding, playful storytelling and clear mission-led messaging. This created a clear opportunity: to disrupt a tired category with a fresh, energetic brand that champions rescued fruit, injects personality back into spreads, and reframes jam as something vibrant, modern and culturally relevant - not old-fashioned or predictable.
The Direction
The visual identity celebrates the beauty in imperfection. Rather than hiding the idea of 'ugly fruit', the brand leans into it with bold shapes, expressive typography and a playful tone of voice. The identity amplifies the brand’s mission in an uplifting, vibrant way, positioning rescued fruit as something exciting, not compromised. The result is a visually energetic world that stands out in the sustainable food space - proving that tackling waste can be fun, flavourful and full of character.
