Case Study · Brand · Packaging · D2C

Client

Yumleys

Goodness in every bite,
designed end to end

Turning premium dry fruits into a brand with a personality - the doodle packaging system, a cast of nut mascots, the yumleys.in storefront and a social feed built for sharing.

Product ranges in the packaging system

Mascots

A character universe for the brand

D2C

yumleys.in designed & live

Client

Yumleys

Industry

Dry fruits & healthy snacking (D2C)

Region

India

Mandate

Brand · Packaging · Website · Social

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The Client

Dry fruits, with a personality.

Yumleys - "Goodness in every bite" - is a premium dry-fruit and healthy-snacking brand selling California almonds, pistachios, cashews, Afghani black raisins, walnuts and more, direct to Indian homes through yumleys.in. The Brand Bee’s mandate: take a category sold loose by the kilo and give it a brand families would ask for by name.

Brand line

Goodness in every bite

Service focus

Identity, packaging, mascots, e-commerce website & social

Range

Almonds · Pistachios · Cashews · Raisins · Walnuts · Anjeer

The Challenge

Branding a category sold by the kilo.

Dry fruits are bought loose, on price, from the nearest store. Yumleys had to give people reasons - visual, emotional and practical - to pick a pack with a name on it.

Commodity to brand

Standing apart from loose dry fruits and lookalike packs with an ownable visual world.

Family appeal

Premium enough for the gifting shelf, playful enough for kids to reach for.

A system, not one pack

Six-plus ranges that had to read as one family while staying instantly tellable apart.

Digital-first sales

A storefront and social presence that carry the brand’s energy all the way to checkout.

Our Approach

One playful world, four builds.

The Brand Bee built Yumleys as a world - the doodle language on pack, the characters who live in it, the store that sells it and the feed that shares it.

Identity & packaging system

The Yumleys doodle world - a hand-drawn pattern language that makes every pack unmistakably one family.
Colour-coded ranges - green almonds, lilac pistachios, orange cashews, ochre raisins - so the shelf navigates itself.
A consistent information system: Premium ribbon, Rich in Protein and Zero Cholesterol callouts, roasted & salted stamps and clear gram-mage.

The mascot universe

A cast of nut characters - almond, pistachio, cashew, raisin and friends - designed with personalities, props and attitude.
Storytelling built in: the healthy squad winning the tug-of-war against burgers, fries and cola - nutrition told as a cartoon, not a lecture.
Characters deployed across the website hero, campaign banners and social content.

The yumleys.in storefront

An animated character-led homepage that lands the brand world in the first second.
Shop-by-range navigation with the colour system carried into every collection tile.
Offer strip, recipes and the Playleys content section keeping the store more than a catalogue - responsive down to mobile.

Social, made to share

A product-forward feed on @yumleysofficial - packs styled as heroes on brand-colour stages.
#eatitsocially - snacks meant to be shared, not hidden - as the social platform idea.

Capabilities enabled

Brand identity & packaging designCharacter & mascot designIllustration & contentE-commerce website designSocial media marketingD2C brand building

◆The Work

The creative that carried it.

A look at the work The Brand Bee produced for Yumleys - the packaging system, the mascot universe, the social feed and the yumleys.in storefront. Click any piece to open it.

View packaging

Packaging · Range System

One doodle world, every pack its own colour. Almonds, pistachios, cashews and Afghani black raisins - the range system with Premium ribbons, protein and zero-cholesterol callouts, tellable apart at a glance.

Meet the mascots

Mascots · Character Design

The healthy squad, with the trophy. A cast of nut characters built for the brand - and a story to go with them: dry fruits winning the tug-of-war against burgers, fries and cola.

View profile →

Social Media · @yumleysofficial

Snacks meant to be shared. Not hidden. The #eatitsocially feed - the range staged as heroes on brand-colour sets, running on @yumleysofficial.

yumleys.in animated character homepage on desktop

Dry Fruits · D2C India

yumleys.in

The storefront that lands the brand world in the first second - an animated, character-led homepage, shop-by-range navigation in the packaging’s own colours, offers, recipes and the Playleys world built in. The same energy on a phone as on a desktop, all the way to checkout.

View website →

Results

A commodity, turned into a world.

One visual language from pack to homepage to feed - built to be recognised, remembered and shared.

Ranges in one colour-coded packaging family

A cast

Of mascots carrying the brand’s story

Live

yumleys.in - the brand world, shoppable

A packaging system that made the shelf navigate itself - one doodle family, a colour per range, premium cues on every pack.
Mascots gave the brand a voice kids reach for and parents trust - nutrition told as a cartoon, not a lecture.
The storefront carries the world to checkout - animated hero, shop-by-range, recipes and Playleys - consistent from desktop to mobile.
The social feed extends the same system - packs as heroes, #eatitsocially as the idea - on @yumleysofficial.

The Outcome

A brand families ask for by name.

From the doodle on the pack to the characters on the homepage to the feed built for sharing, The Brand Bee gave Yumleys what a commodity category rarely has - a world of its own. Goodness in every bite, and a brand in every detail.

Deeptanshu Bansal

Founder & CEO, The Brand Bee

Towards Better

Goodness in every bite,
designed end to end

Dry fruits, with a personality.