The Challenge

Mummy’s Yummys needed to develop a brand identity with a distinctive American appeal. The challenge was to convey the image of a mother in her mid-forties with a deep passion for cooking unique dishes for her family. This personal touch was central to the brand’s identity.

The Dandy Approach

We worked closely with the Mummy’s Yummys team to craft a brand, visual identity, and online presence that captured the chef’s essence—both as a dedicated cook and a loving mother. Our approach highlighted her genuine passion for cooking, translating it into an American context. The result was a compelling brand that emotionally connects with customers, with the chef’s image on the label adding a personal touch. This approach not only showcased the delicious Chimichurri but also built a strong emotional bond with the audience.

About

Mummy’s Yummys is a startup offering gourmet products based on traditional Argentinian recipes. Founded by a passionate Argentinian chef in New York in 2019 and now based in Florida, the company has introduced its flagship product, “Chimichurri,” to the market.