So I decided to call this YUM rather than try to come up with a hybrid of something froyo/ dairy-free/ vegan.
I wanted the website to be clean and luxurious-feeling but also fun and attention-grabbing. I like the idea of the website being an SPA for the most-part, but taking the user to separate pages for the recipes and shop.
Please excuse the world's worst tub mockup. It was really hard to find a decent one! Again, I wanted to keep this design simple; the repetition of 'YUM' on the cup as it is on the website created a bit of brand consistency. I didn't feel like the YUM needed a logomark of any sort; you already know the brand is related to food because of its name, and I wanted to avoid trying to shoehorn something that looked like an ice cream cone into the logo. The tubs could have a variety of colours in line with the fun feel of the brand. The pastel colours reflect the colours you might associate with ice cream/ fro-yo flavours.