Oh So Yum!

Sector Retail
Disciplines Visual Identity, Packaging

Oh So Yum! is the dessert parlour business that shot to fame on the hit BBC show The Apprentice. Millions of viewers cheered on co-founder Harpreet Kaur as she battled her way through the 12 week process, all the way to the hallowed final and Lord Sugar’s investment.

But there’s much more to Oh So Yum! than lights, camera, action. It’s a serious business with a shot at the big time.

Harpreet and her sister – and joint business partner – Gurvinder, knew that The Apprentice was a great launch platform, and they wanted an agency partner to strategically develop the brand and create something with lasting impact.

Enter stage left, Halo.
(You were expecting a ‘You’re Hired’ gag weren’t you?)

After a period of strategy sprints, deep diving into the UK dessert parlour and DTC sweet treats markets, we developed a new proposition and brand positioning for Oh So Yum!, helping to identify key opportunities for growth through product, environment and customer experience.

After defining the Brand Platform and developing an authentic tone of voice, we set to work on design, crafting a playful visual identity that’s sweet, but not too sugary, and with plenty of graphic bite.

Vivid pastel colours set off the warm, natural tones of cookies, waffles, chocolate and ice cream, with striking typography adding the sprinkles on top. From product packaging to digital assets, store signage to apparel, we’ve created a brand that lets its sweet tooth take over.

Harpreet and Gurvinder show what passion, belief and drive can achieve. They're already opening a new store with revised plans to open a further 3 before Q.3 2023. We’re proud to partner with such inspiring entrepreneurs.

Osy section 03 Osy section 04 Comp 1
Osy section 07 Osy section 08
Osy section 10 Osy section 11 Osy section 12 Osy section 15 OH So Yum