Yumi's Anytime

Turning dip upside down.

Branding & Packaging


Develop a dynamic new brand name and packaging for a convenient squeeze pack that expands the occasions where Yumi’s dip is consumed.


Re-sealable and squeezable with a longer shelf life without the addition of preservatives – we needed to invent a sub-brand name to leverage these benefits. Use a little, use a lot. Fresh flavour, everyday … Anytime! With the new brand name in place, we explored design hierarchy and introduced serving suggestion photography combined with a wrap-around design format that to reinforce the product’s convenience and everyday usage.


The Yumi’s Anytime product range, exclusively sold in Woolworths, has only recently hit the market. The launch is being supported by radio, social media and a POS and transport campaign so it’s bound to live up to its claim, turning dip upside down.