Client
Yumy Bear
Services
Creative Direction, Packaging Design
Year
2022
A vibrant startup from Vancouver quickly gained recognition in the plant-based candy sector.
Their first product release featured two tempting gummy bear flavors: Strawberry Kiwi and Peach. To establish a strong brand presence, I focused on a dynamic social media strategy and engaging visual content.
Social Content Strategy
My approach to Yumy Bear’s social media strategy was to emphasize clean, bright visuals that would catch the eye on store shelves. By highlighting the clean white background of the packaging, I aimed to enhance product visibility. The sleek design and vibrant appearance of the packaging were showcased through playful and visually appealing images of the gummy bears. For instance, I created scenarios where the gummy bears topped ice cream or burst out of the packaging, which evoked a sense of excitement and enjoyment. Additionally, I announced new locations and retailers carrying Yumy Bear products, building anticipation and making the candies more accessible. Engaging graphics and messaging were used to inform the audience about where to find the candies. By illustrating how Yumy Bear fits into the active Vancouver lifestyle, particularly for young women seeking low-sugar snack solutions, I demonstrated its convenience for those on the go. This strategy not only drew attention but also built a community around the brand.
Brand Video
As the creative director, I led the creation of a brand video to launch Yumy Bear. My aim was to capture the founder’s passion and vision while showcasing the product’s appeal. I took charge of both filming and editing, focusing on vibrant B-roll footage that featured children delighting in the candy. The video was meticulously crafted to resonate with parents and health-conscious individuals who are wary of traditional candy’s high sugar content. By presenting Yumy Bear as a delightful, vegan, and plant-based alternative, the video effectively communicated the brand’s core values and attracted a broader audience.
Packaging Design
The objective for Yumy Bear’s packaging design was to introduce a new sour variant flavor, “Sour Watermelon,” while maintaining the cohesive brand identity established with the Peach and Strawberry Kiwi flavors. The challenge was to create distinct packaging that aligned with existing products yet opened the door for future sour variants. My solution was to use a vibrant gradient that added a pop of color, making the Sour Watermelon variant stand out. The design was also versatile, allowing easy adaptation for future sour flavors while preserving the overall brand identity. This visually captivating design utilized dark accents to convey premium quality and functionality, ultimately elevating the brand image and enticing customers.
