160over90: Yume Ume Branding and Collateral

Rolls n’ Bowls was a made-to-order Japanese kitchen based out of Gainesville, Florida in need of a new identity—they tasked 160over90 with the challenge. The team developed everything from the new name and identity—Yume Ume, which means “Delicious Dream” in Japanese—to various collateral, the website and advertising campaign. Each piece was developed under the umbrella of the concept, “Imagination is Edible”—love that. To see more, pay a visit to 160over90 or designer Kelly Dorsey’s portfolio, where you’ll find additional project details and information.

Creative Credits:
Agency: 160over90
Creative Director: Stephen Penning
Copywriter: Kyle Arango
Designer & Illustrator: Kelly Dorsey


  1. gary b says:

    love it. the Edamame/Edadaddy/Edababy made me laugh out loud.
  2. Thea says:

    The edamame / edadaddy is just the best thing ever. Witty + fun packaging is the best.
  3. friday blinks – 7/20/12 « designblinks says:

    [...] Yume Ume branding by 160over90 160over90, a Philly-based agency does a knock-up job on the branding of a Japanese kitchen based out of Gainesville, FL. Punny copy and clever illustrations. (via 160over90/twitter) [...]
  4. design done right // yume ume « et al.lison says:

    [...] this rebrand combines some of my favorite things: bright colors, custom hand-lettering, sushi, and puns! every aspect of this execution was done in a clever way… i’m still giggling about that edamame/edadaddy illustration. (via designworklife) [...]

    [...] Via designworklife. [...]
  6. Review: Yume Um? introduces Japanese 'home cooking' - The CMC Scene says:

    [...] also in love with their branding and cute imagery from 160over90. Like the graphics too? They’ve created a small merch section where you can grab printed [...]
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