Branding & App Identity for a Food Tech Platform Built for Tourists in Barcelona
Barcelona welcomes over 12 million tourists each year, yet many of its most authentic dining experiences remain inaccessible behind menus visitors can’t read. Yumm! was built to bridge that gap — a food-tech platform that helps travellers discover nearby restaurants, view menus in their own language, understand dish and allergen details, and order directly through the app. With the product purpose already clear, the challenge was to create an identity that felt as confident, youthful, and culturally fluent as the experience itself — distinctive in a crowded app ecosystem, without relying on obvious food clichés.
A city of 12 million guests.
Barcelona welcomes over 12 million tourists each year, but many authentic dining experiences remain inaccessible behind menus visitors can’t read. Yumm! bridges that gap with a food-tech platform that translates menus, explains dishes and allergens, and enables direct ordering. Our task was to create a youthful, confident identity that stood apart in a crowded app ecosystem — without relying on familiar food clichés.
Yumm! was built to make local dining easier for travellers - but its identity needed to do more than explain the product. It had to feel instantly recognisable in a crowded app ecosystem, culturally open to a global audience, and distinct without relying on familiar food cues. The challenge was to create a brand that could hold together utility, discovery, and delight in one simple visual system.
Brand Identity Design
We developed a range of branded assets and merchandise for Yumm!, extending the identity across key physical touchpoints and creating a consistent brand presence beyond the digital experience.
