BRANDING / WEB DESIGN
It all started with a trip up to lovely Newcastle. Donning our new YuMe uniforms, we got stuck in asking customers why they loved YuMe so much.It quickly became clear that there were two very distinct customer types. The first one was children… or should we say the parents of children. This was YuMe’s daytime customer base. But in the evening, it was all about the teenagers.
The challenge? How to make one cohesive brand work for a seven year old birthday party and seventeen year old hangout. And how to make it safe enough for kids while being exciting enough for teenagers.
‘Yume’ means ‘dream’ in Japanese. This concept of bringing dreams to life was integral to the original purpose of YuMe World, and yet there was barely a hint of it in their existing identity.
We grounded the brand in the idea that if Yume means dream in Japanese, then YuMe World means living out your dreams in the UK. No matter your age. Because everyone should have a space to play.
We built a brand that was childlike, without being childish.
The colour palette is a bold expression of YuMe’s fun-loving personality. We used colour gradients to grab attention and digitally reproduce the effect of a neon sign, making the visuals work well in day and night.
The concept of living out dreams is strong throughout, manifesting itself in psychedelic spaghetti strands we call ‘dreamlines’ that represent the unpredictable journeys we make while asleep.
For kids, these colourful abstract dreamlines create a sense of a soft, safe place to play. For teenagers, they read as retro, surrealist, and effortlessly TikTok-able.