So Yummy Channel Launch

So Yummy launched as a food channel, which means the branding has one job before it has any other: make you hungry.

The launch was a collaborative effort across the creative team. The piece I owned from first concept through to final delivery was the channel package opener.

The idea was to build the logo out of food. Not food arranged politely around a logo, but the mark itself assembled from ingredients, then cut to a pace that matches how the channel actually feels. Quick, bright, slightly greedy.

Once that opener existed it set the rules for everything downstream. The segment IDs and end cards borrow its language so the whole schedule feels like one channel rather than a set of unrelated stings.