“Oomi Kitchen is a culinary hub that connects awesome food to customers seeking the next level of convenience! They’re located in the heart of Dallas, Tx.
Just Yolking, A Breakfast Concept That Doesn’t Hit Snooze, is one of many concepts they’ll have featured in their Ghost Kitchen, which is planned to open Fall of 2022. Had so much fun teaming up with Matt Brinker of Magnificent Beard for the naming, branding, and identity of this breakfast concept.
The Challenge:
Create an entirely new breakfast concept from scratch... inside a ghost kitchen, with no storefront, no signage, and no margin for visual confusion. It needed to be instantly craveable, light hearted but legit, and built to win the first meal of the day.
The Insight:
In a sea of sterile breakfast options, we saw a gap for humor, a reason to smile before you eat. The name had to disarm. The branding had to carry flavor. And it all needed to show up loud on a delivery app scroll.
The Execution:
We built Just Yolking as a full blown persona: cheeky, approachable, and visually unforgettable. The name came first, then the rest came easy. We collaborated with Matt Brinker (Magnificent Beard) to design a visual language that felt like a comic strip with culinary chops.
Naming + Brand Identity
Logo & Type System
Color Palette & Custom Icons
Packaging Design
Tone of Voice Development
The Goal:
Just Yolking will be launched with high memorability for immediate traction. To became the top ordered breakfast brand within its ghost kitchen in the first few months. Packaging posts to hit social without prompting. People remembering the name, and reordering because of the experience.
Behind The Scenes Notes:
We built in egg puns... and somehow made them work.
Created a tone of voice guide that reads like a brunch menu.
Field tested names with real users over breakfast meetings.
Quote:
“Not just eggs. Not just jokes. It’s an entire mood.” — Oomi Founders
Got a story that hasn’t been told yet? We’re here to help you shape it.”
