yfood is a Munich-based brand redefining convenience food with balanced, ready-to-drink meals and snacks. Designed for busy people on the go, yfood combines innovation, functionality, and bold aesthetics to fuel everyday performance.
yfood’s corporate design evolved alongside its international growth. Hamburg-based branding agency Mutabor was tasked to enhance and sharpen the brand and its visual elements. As part of the redesign, Mutabor commissioned Studio René Bieder to craft a custom headline typeface that captures yfood’s core identity and brand values: Bold, Smart and Approachable.
The new headline typeface is based on Neue Campton Black, which already carried many of the qualities needed: geometric clarity, strong presence, and a friendly tone. It served as the perfect foundation for refining details tailored to yfood’s brand values.
Key design features were drawn from the yfood logo and the iconic “THIS IS FOOD” tagline. Elements like curve dynamics, stroke endings, and proportions and ligatures were adapted and integrated into the typeface to create a strong visual link to the brand’s identity.
Inspired by the logo and tagline, the new typeface features a wide set of expressive and functional ligatures. They extend the brand language and even enable different logo versions—directly typed, cleanly composed, and always visually distinctive.
The redesigned typeface is called Edge Bold—a name that captures both clarity and confidence. With a single, striking weight, it gives the brand’s communication a fresh, authentic, and approachable tone that aligns with its visual and verbal identity.
