ABOUT

In Nigeria, boldness is a way of life. The vibrant culture is full of colorful, bustling markets brimming with energy and excitement — perfect for spirited people always on the go. And when hunger strikes, YumYum sausage rolls offer a tasty solution.

Beloved across Nigeria, the quick and easy snack is mostly sold through open markets, kiosks, table-top traders, and "traffic jam" street hawkers. Known for their superior taste, YumYum are more than just a snack; they're a statement. But they’re also known for being difficult to find — a phenomenon we aimed to change by increasing availability across the country. To celebrate, we wanted to design new, culturally relevant packaging that shined a light on the snack’s powerful presence in Nigeria.

Drawing inspiration from Nigeria’s electric environment, our design features eye-catching colors, including an intense yellow for the logotype. Bold, oversized typography stands out the slim packaging, which includes a window onto the appetizing snack itself.

Launched in September 2023, the new design was a delicious success. Compared to the same time last year, YumYum saw a remarkable 215% total volume increase.