This project is a design for a confectioners’ marketplace. It’s A real start-up project which was needed an original brand design.

The idea of such service has come through the growing market interest in the homemade desserts which could be used as a gift. Such desserts could be: muffins, eclairs, donuts and etc. The rich variety of each desserts by changing for example toppings, creams, doughs, fillings and its combinations transformed to the constructor-service – assembly your dessert by yourself.

For the new brand the slogan was developed: “We have the key to your preferences”, which later was served to create the name “Keyummy,” where you can find the words “key” and “yummy”.

The pastry view in canapé form is used as a metaphor. Different kinds of fillings, creams, dough, toppings and other components that clients can choose and build from it their desserts, looks like if they are putting it on a skewer and get “sweet canapé”.

Such representation helps to show the clients main idea of the brand – a dessert constructor with optional different sets. This approach will give the client more than simple boring purchase we usually do day to day – the process of choose will make him a creator, so it gives him unique emotions, some kind of virtual hypnotizing entertainment. The brand design will assist the company to set the mood of potential buyers to the right tone and prepare them to the exciting move.

On the posters’ design is showing the words version of meals without the real image of it, so, firstly, it keeps the kind of mystery and make the people imagination to work hard and try to answer the question: “What will it be look like?”, secondary, this representation gives the assurance that everyone could find his own flavor and perfect combination, for another one – huge variability is a guaranty you will never get bored by the one and the same product range.