Umami Hottie
Bringing a restaurant-born ramen brand to retail
Umami Hottie began inside Ramenwell, Chef Harold Jurado’s San Francisco ramen restaurant, as a line of chili oils sold directly to customers.
The products had an early identity, but the brand had bigger ambitions. Harold wanted to move beyond the restaurant, launch a line of frozen ramen, earn retail distribution and ultimately build Umami Hottie into a nationally recognized food brand.
Avidity partnered with Umami Hottie to create the strategic foundation, identity and packaging system needed to make that next stage possible.
Brand Positioning
Brand Identity
Packaging System Design
Trade Show
Sales Materials
Rather than reinventing the category, we made a more strategic move.
We kept the minimal, clean aesthetic that signals trust and legitimacy in oral care. But instead of blending in, we introduced a more expressive use of color to create distinction, improve flavor recognition, and bring personality to the brand. At the same time, we elevated the physical product itself, moving away from labeled tins to custom printed containers that feel more premium and less like a startup workaround.
This allowed Kaylaan to maintain the credibility expected in the category, while finally standing apart from it.
We developed a complete brand identity system, including a new wordmark, color palette, and typography. That system extended across a full packaging lineup, covering multiple toothpaste and mouthwash tablet flavors, as well as a sonic toothbrush, refill pouches, and sample formats.
Beyond packaging, we supported the brand with sales materials and trade show assets to help them present confidently in retail and wholesale environments.
The impact was immediate.
Within three months of launch, Kaylaan doubled their website conversion rate from 2% to 4%. Repeat and refill purchases increased, signaling stronger customer adoption. The brand also sold through inventory across online marketplaces faster than expected, requiring earlier reorders to keep up with demand.
Deepti Brambl, Founder
“Avidity Creative helped rebrand my company, and the results were exceptional. Their team is thorough, methodical, and genuinely pleasant to work with.”
