Yumi’s

Yumi’s is a leading manufacturer of dips, falafels, and other products, focused on bringing tried and tested family recipes full of the freshest ingredients to our shelves. With humble origins in the tiny village of Ripponlea, they have since grown from family-run kosher fish dip specialists to worldwide supermarket staple without sacrificing their homegrown authenticity. 

Yumi’s had aspirations to drive aggressive growth in both revenue and market share, increase brand awareness, and forge a stronger emotional connection and loyalty with consumers. The rising popularity of healthy snacks and entertaining dips meant that there had been an influx of newer, fancier, yet less authentic competitors in their category. Yumi’s came to us for a compelling brand positioning and identity that would give them the competitive advantage required to meet their ambitious growth goals. 

By conducting in-depth market analysis and consumer research, Davidson identified an opportunity to capitalise on a consumer injustice. The competitive landscape was full of homogenised brands that cut corners and put profits before product quality – therefore ‘cheating’ consumers out of good quality food. By leveraging Yumi’s’ guiding values – ‘clean’ food, made using farm-fresh ingredients and family recipes – we developed their new brand positioning, ‘We’re for real.’

Davidson then brought this new positioning to life across all key touchpoints including packaging, website, social media, and advertising, creating a bold and vibrant brand identity that would drive awareness and cut-through. Getting to the core of Yumi’s’ values allowed the brand to become the hero – we replaced the small, indistinct logo with a playful, hand-written brand mark representing their fun brand personality, and documented everything in a brand book for their reference.

Two years later, Yumi’s rejuvenated brand strategy has elevated them to the top of their category and opened up opportunities to expand their product range. Now a household name within the Australian market, their 1kg tub of hummus sports an instantly recognisable design that has become a cult favourite. After rapid expansion domestically and through export markets following the rebrand, they were purchased by British food giant George Weston Foods in 2018.