Urban Mart is an e-commerce platform with cooking tutorial and receipt provided. The main challenge of this project is naming. Since client only have a brief concept of the business, which is promoting healthy eating style and the platform should be convenience for people with busy city life. After settle down the name and image, we tried to make it more outstanding in the market. The initial of Urban Mart is "UM", different situation with different tone of voice of "UM" can present variety of meanings. For an examples, when people are thinking, it can pronouns as "um...". When new idea comes up or tasting something good, it can pronouns as "UM!". These sound can at as a slogan or a symbol of the brand which presenting new ideas and taste good.