Yumi is an organic baby and kids food brand founded in 2017 by Angela Sutherland and Evelyn Rusli, built around stage-based nutrition for the first 1,000 days of a child’s development [1]. The company began as a direct-to-consumer subscription service delivering freshly made organic meals, and has since expanded into snacks sold at retailers including Walmart and Target [2][3].
Design and History
The Yumi wordmark consists of the name “YUMI” in stylized form, with the letter “U” appearing stretched wide, as documented in the company’s trademark filings with the U.S. Patent and Trademark Office [4]. The company also holds a separate trademark for a stylized letter “U” used across its snack and vitamin product lines [5].
In early 2021, after three years on the market, Yumi debuted its first brand campaign, titled “This Is Now,” which included a complete update to the Yumi brand, website, packaging, and digital footprint [6]. The campaign was led by Thomas Mastorakos, who joined Yumi as Creative Director after serving in the same role for musician Frank Ocean for eight years [6][7].
Mastorakos’ vision for the brand united the idea of the “you” and “me” of Yumi, seeking to create a space that resonated equally with both the child and the modern parent [7]. He joined Yumi in part because he felt disconnected from traditional “kids” brands and their visual cues, such as big bubbly letters, which he felt spoke more to the child than to the adult [7].
Meaning and Symbolism
The brand name itself carries meaning: Mastorakos’ creative direction united the “you” and “me” within “Yumi,” a concept intended to appeal to both children and their parents [7]. The company’s visual identity deliberately avoids the overly playful, cartoon-style aesthetic common in many baby brands, instead resembling a modern lifestyle publication with clean photography and authentic family moments [8].
Typography and Design
Brand asset tracking lists Yumi’s primary brand color as a deep green with the hex code #205533, identified by the color name “Everglade” [9]. The same source also documents secondary brand colors including a cream tone (#FFFAEE, “Island Spice”) and a gray (#4B5563) used across Yumi’s visual system [9].
In the company’s early years, illustrator Lauren Rolwing was commissioned to create a set of illustrated icons for Yumi’s website and communications to help establish and strengthen the brand [10].
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