Client Overview
YummiQ is a bold new entry into the Asian chili sauce market, seeking a clean and memorable brand identity that captures both authenticity and modern appeal. The project included naming, logo, label, and packaging design, with a key focus on creating a unique visual symbol—a minimalist illustration of a little monk—to reflect the brand’s playful yet traditional character.
Design Solution
With its unique name, 'YummiQ' merges 'Yummy' with 'IQ' to convey not just deliciousness, but a smart, refined approach to taste. We aim to communicate a fun, bold, and vibrant design that reflects this ethos. Our design strategy focuses on visual storytelling through playful, modern elements infused with cultural respect.
Mascot Design
The little monk floats above the ground, symbolizing enlightenment and the idea of elevating food flavor. The process of refining each logo symbol as shown below.
Design Process for Mascot Design YummIQ
Packaging Design
The packaging was designed to feel both premium and approachable, with bright color palettes and storytelling integrated into every panel. The use of illustrated ingredients and flavor cues ensures high shelf impact and consumer curiosity.
packaging design
Label Design
The first thing we did was create a pattern design as the foundation for the master design. We experimented with illustrated icons that captured the brand's emotional expression. The label design was crafted to feel both premium and approachable, featuring bright color palettes and storytelling integrated into every panel. The use of illustrated ingredients and flavor cues ensures strong shelf impact and sparks consumer curiosity.
Key Visuals
Creating Key Visuals to be used on social media, websites and shopify.
Key Visuals YummIQ
Key Visual YummIQ 2025
Copyright Ricksdesign 2025
Copyright Ricksdesign 2025
Photography by: Ricksdesign
Location: Ricksdesign Studio
Location: Ricksdesign Studio
Behind The Work
Showcase of Behind The Work from conception to final design.
Behind The Work
Logo Exploration
Logo Design Exploration
Logo Design Exploration
Draft Sketch Label & Packaging Design
Behind The Work Photoshoot Session
Behind Th Shoot
Credits:
Client: YummiQ
Location: USA
Location: USA
Design Agency: Ricksdesign, Jakarta
Concept, Design & Art Direction: Ricky Setiawan Sutjahya
Photography: Ricky Setiawan Sutjahya
Food Stylist: Ricky Setiawan Sutjahya & Kitty
Concept, Design & Art Direction: Ricky Setiawan Sutjahya
Photography: Ricky Setiawan Sutjahya
Food Stylist: Ricky Setiawan Sutjahya & Kitty
