Yum guilt free food branding
Athens’ Poppy Studio doesn’t tiptoe. Their work for Yum Guilt Free—a collab with Saint of Athens—hits like a punch of citrus on a black plate. It’s an F&B CPG brand built on healthy spreads and energy bites, but the packaging doesn’t sell kale and wellness. It sells swagger.
The logotype is the first hook. Round. Heavy. Confident. “Yum” shouts from the jar in slabby curves, while “Guilt Free” hangs beneath in a lighter, neon-lit hum. It’s typography as a mood board—playful with a deliberate edge.
Each flavor owns a color—lemon yellow, blush peach, icy mint. Against the deep matte black, these pastels spark like streetwear accents. They also work as a shelf code: spot your flavor in seconds.
The photography? Sculpted. Product jars stacked like totems under CGI-precise lighting. Shadows that feel editorial, not ecommerce. Every image turns the product into an object of desire, not just a pantry item.
But this aesthetic is a blade with two edges. The heavy black base gives a premium hit but could mute the cues that tell a consumer “healthy” or “natural.” The typography is fun but might sidestep elegance—risking depth in favor of attitude. And the style is so dialed-in it might fight the brand if it ever shifts toward softer wellness tones.
Still, Poppy Studio delivers a visual voice that can’t be ignored. Yum Guilt Free feels like it walked off a runway, not out of a kitchen. It’s bold, risky, and unforgettable—exactly the sort of work that deserves a place in the design conversation.
Credits
Brand & Design: Poppy Studio
