YumYum: Bold Visual Identity Inspired by Nigeria

PepsiCo’s packaging design celebrates vibrant culture and dynamic lifestyles

The YumYum visual identity redesign by PepsiCo Design and Innovation stands out for its vivid celebration of Nigerian culture. Drawing inspiration from the electric atmosphere of local markets, the design employs an intense yellow logotype paired with bold, oversized typography. This approach ensures immediate shelf impact and reflects the lively spirit of Nigeria’s urban environments.

Central to the design is a slim package featuring a transparent window, offering a tempting glimpse of the sausage roll inside. This element not only enhances consumer trust but also highlights the product’s freshness and appeal. The use of vibrant colors and dynamic graphics mirrors the energetic pace of Nigerian daily life, where boldness is both a cultural hallmark and a necessity.

The design’s unique properties lie in its ability to merge form and function seamlessly. The packaging is not only visually arresting but also practical for on-the-go consumption, catering to the needs of Nigeria’s spirited, fast-moving population. The oversized typography and bright palette ensure the product is easily recognizable, even in crowded retail environments.

Industry recognition followed swiftly, with YumYum’s packaging earning the Iron A' Packaging Design Award in 2025. This accolade is reserved for creations that demonstrate both innovation and adherence to professional standards, integrating best practices with technical excellence. The award underscores the design’s success in delivering both aesthetic pleasure and practical value.

PepsiCo Design and Innovation’s approach to YumYum exemplifies how thoughtful visual identity can resonate deeply with local culture while meeting global standards of quality and innovation. The result is packaging that not only attracts attention but also enhances the everyday snacking experience for consumers on the move.

YumYum’s award-winning design sets a benchmark for culturally inspired packaging, proving that bold creativity and practical design can coexist to create memorable, market-ready products.