BRIEF
Yum City is part of a big mobility service provider, that organizes food tours in major cities around the world and helps its clients discover hidden food gems that your city has and you knew nothing about. The target audience is young locals who love food but also tourists who want a more authentic experience when visiting a new city.
The objective was to design an OOH campaign and a social media campaign promoting its mobile App to its audience, both locals and tourists, and encourage them to use the service.
VISUAL IDENTITY
Before moving to the campaign, the Yum City's visual identity had to be created. I began by focusing on the brief and the service the company provides in order to create the key idea which would interact with Yum City's audience in the best possible way.
The logo has a direct reference to the concept of following a certain path in order to discover the treasure while its primary colors refer to the ones of the brand behind Yum City.
For the campaign’s key visuals, I created images of modern, young people interacting with their food in an unexpected and perhaps ironic way, paired with catchy messages in order to visualise the characteristics and values of Yum City.
