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Case Study
YUMDAY Yumday snack boxes launches quickly, achieving 2x projected sales with the help of Karla Pámanes A playful look and feel shines light on female and BIPOC snack brands CHALLENGE: A fledgling food brand needs an identity Lia Ballentine started Yumday in 2017 as a blog to tell food origin stories. As an immigrant and woman of color, food had always been a vehicle to learn about new communities and friends, and in turn share her Filipino culture and heritage. After a layoff in 2019, she focused harder on her mission to make every single day delicious – it became an intense personal mantra she knew could be powerful for others too. Yumday was evolving. Lia didn’t know exactly what it was going to be yet - but she knew it needed a strong brand identity. |
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SOLUTION: A simple, happy brand opens doors to an e-commerce snack platform
Having met over a decade ago in the corporate world, Lia had depended on Karla for multiple creative side projects over the years. She immediately knew Karla was the one to give Yumday a look and feel. “I wasn’t just looking for a designer, I was looking for someone to collaborate with and bring this to life. There were a lot of feelings and dreams wrapped up in this. It was also so hard for me to put my finger on what it needed to be. Karla was the sounding board I needed to create Yumday – the business, not just the logo.”
LIA BALLENTINE | Yumday Lia remembers the moment she saw the first round of designs – she squealed. Karla had captured so much from their conversations in an incredibly thoughtful way. The logo was compelling and playfully irreverent. A hint of the sun’s rays; a trace of a smile; the brightest color palette. The beauty of the logo’s extreme simplicity was that it gave Lia just the flexibility she sought – it wasn’t specific to a certain category or industry. It could be a food and beverage brand, or even an apparel brand. Lia selected a logo from the first round of options, no revisions needed. “The logo is such a happy inspiration to me personally - before I even put it out into the world, seeing it every day drove me. I needed that at that moment. It made Yumday a real thing; It was a tangible vision of my future.”
LIA BALLENTINE | Yumday In the face of Covid-19, Yumday has evolved into a highly curated online snack shop, driven by a mission to feature women and minorities in food and beverage. Yumday aims to help snackers discover their new favorites while shopping their values, amplifying emerging makers who create innovation in a space that is dominated by grocery stores and Amazon. |
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RESULT: A streamlined launch results in quick sales generation that exceeds expectations by 200%
Through her branding, Karla helped establish the values and guiding principles of Yumday, making the jump into ecommerce easy. Lia has been able to create and grow her business faster than she could have alone. She progressed from business plan to launch - with a full website, social media strategy and packaging - in two short months. The smart and efficient insert and packaging solutions Karla created have saved Lia both many hours and thousands of dollars in materials. “I can confidently say I save a day’s worth of work a week on social media because with Karla’s brand guide I can batch and schedule content ahead of time. The consistency in visuals and ability to post regularly has helped me build an audience - because I don’t have to spend so much time thinking about the “look” of the graphics.”
LIA BALLENTINE | Yumday Lia has received many compliments on the brand, with a high level of social media engagement:
“Karla has made my business stronger. She has given me a foundation to build on. As a solopreneur you want to be able to try to get everything done by yourself. You've got limited resources. Karla is the best investment I've ever made.”
LIA BALLENTINE | Yumday |
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