EPOS built for hospitality, by the people who understand it best
YUMA is an EPOS platform created specifically for the hospitality sector, designed to bring together stock management, waste reduction, business intelligence and marketing tools in one integrated ecosystem. Built by a team of international software specialists and supported by 24/7 customer service, YUMA enables operators to make better decisions, faster.

From product to proposition
Having previously worked with YUMA’s director, Dan Simons, during his time owning and operating franchised food businesses, the initial engagement centred on producing investor-facing materials as the platform began to take shape. As YUMA prepared for its full launch across the UK and North America, it became clear the brand needed to evolve.

The product was strong, the expertise undeniable, but the identity didn’t yet communicate the scale, professionalism or sector focus behind it. The task was to refresh YUMA’s look and feel while retaining its distinctive yellow and black palette, positioning it as a robust, reliable EPOS solution built by international experts, specifically for hospitality. The aim was clarity, confidence, and credibility in equal measure.

Bold, assured, and built for service
Working alongside long-time collaborator Jeff Edis on brand strategy and positioning, the process began with a series of workshops to define YUMA’s direction and role within the hospitality technology landscape. From this emerged the line ‘Fasta. Betta. Smarta.’ — a simple, memorable articulation of both product benefit and brand attitude.


The identity was built around a single, confident wordmark designed to convey strength, reliability and ease of use. The retained yellow and black palette became central to the visual language: bold, eye-catching and practical. Yellow introduces warmth, approachability and energy, while black grounds the brand in professionalism and dependability. Together they reflect the balance at the heart of YUMA — friendly support backed by serious technology.


A full suite of iconography was developed, drawing directly from the individual characters of YUMA’s brand typeface. This created a cohesive visual system that could flex across product interfaces, marketing materials and communications while remaining unmistakably part of the same brand. Guidance around photography helped reinforce this consistency, ensuring imagery reflected real hospitality environments and the people behind them.


The brand was brought together within a comprehensive set of guidelines and rolled out across launch materials, with ongoing support through the creation of targeted email campaigns aimed primarily at hospitality business owners and operators.


The result is a brand that feels confident, practical and purpose-built for its sector — one that clearly communicates expertise, reliability and a deep understanding of the industry it serves. Strong and dependable. Exactly what those in the hospitality sector can expect from YUMA.

– Strategy: Jeff Edis