Expressing purpose through identity and impact.

Learn more about this project


Yüme works with leading food suppliers to ship surplus stock, that may otherwise have been wasted, to smart hospitality and retail businesses, preventing good food from ending up in landfill. Yüme approached Ellis Jones to lead them through the process of evolving their brand identity to reflect their growth beyond a start-up, and hero purpose at the heart of what they do.


Ellis Jones worked with the Yüme’s executive leadership team to capture and communicate their brand identity. Through research and workshops we mapped their key audiences, their values, preferences and needs, and defined a compelling value proposition to reach them. Our design studio articulated the brand strategy through a visual identity system that speaks to the maturity of the Yüme model and platform, and ‘heros’ the brand purpose, while remaining ownable and differentiated from other players in the market.


Ellis Jones designed and facilitated an organisation wide co-design and creative branding process, culminating in the delivery of:

  • A strategic brand identity
  • Value proposition and key messaging
  • Visual identity (inc. style guide)
  • Launch collateral (inc. pitch decks, collateral, social channel badging and content treatments, packaging, identity livery, and website platform UI)
  • Unique illustrations created by the agency’s talented artists and designers
  • An activation plan outlining brand expression mapped to key customer group journeys.

Armed with a renewed strategic direction, and a visual identity commensurate with experience and scale, Yüme relaunched to market in early 2021.


“Yume is a unique and complex concept but Ellis Jones managed to capture and bring to life our brand essence in only a few sessions. We learned a lot through this process and it is remarkable how they helped us better understand who we are. We can’t wait to continue working closely with them as our organisation grows.”

Camila Cantoli - Head of Marketing and Food Waste Fighter at Yüme