One of the key challenges with Yee Hop was developing an iconic wordmark that bridged the gap between classic American Wild West aesthetics and playful cartoon energy. Both elements needed to coexist in order to communicate the right tone and instantly connect with the consumer.

Drawing from an unhealthy childhood obsession with The Beano, I turned to a stack of old comics in my studio for reference. Traditional comic covers often feature bold, dimensional type — letters that feel as though they’re bursting off the page with impact — and this became a key influence in shaping the typographic direction.

To ground the brand in its Western roots, research led me to Tuscan typefaces, commonly found in mid-to-late 1800s wood type. These letterforms often feature medial spurs — sharp, pointed details that instantly evoke the Wild West. Rather than leaning too heavily into this style, I chose to apply the spurs selectively. Yee Hop is a modern brand, and overdoing the Western elements risked overpowering the fresh, contemporary feel.

The final wordmark blends a bold, sans-serif, three-dimensional structure with subtle Western detailing. Spurs were introduced across the characters, while the ‘O’ was treated as a central focal point — placed at the centre rather than the edges, like a bullseye — a small nod to the crisp, refreshing nature of the product.