Yosoy

Background

Nowadays, thousands of people are changing their habits around the consumption of milk. They are in pursuit of healthier alternatives, overall personal well-being and having a positive impact for animals and our planet.

We are entering a new era: the era of the food industry revolution where the high consumption of quality products is growing exponentially. Indeed, plant-based drink is part of those exceptional products benefiting from this new approach.Yet, as consumption grows, large companies enter the competition within the sector, where smaller producers were previously the norm.

Yosoy is a pioneer in plant-based drink, launching its first beverage in 1991. Since then, they have worked to offer the highest quality vegetable drink in the Spanish market. Given its background, Yosoy came to Mucho aiming to redesign and update their visual universe to remain market leaders being able to produce 150 million liters per year.

The Brief

Yosoy came to Mucho with one solid purpose in mind: redesign and position its packaging at the same level as the quality of the drink they offer. But this was not the only challenge we were facing. The new brand identity needed to transmit its values and history by means of a significant and attractive proposal for its consumers. We needed a new brand, open to new audiences, surrounded and convinced by this new paradigm shift.

Mucho’s proposal here was to organise and simplify all the content the brand wanted to communicate. A succinct message suitable for back of pack: the main point of contact with its consumers. This became the starting point of the project where we would ultimately redesign Yosoy’s identity.

The Solution

The creation of an identity that is clearer and more human, granting in the process central stage to the new brand narrative. Transparency and simplicity become the core of the brand identity, producing in return a pack structure completely detached from the standards of the milk and dairy category. This allows both the pack and the identity to be fully recognisable.

Another important graphic element that delivers the increasingly significant message of provenance is the mountain of Montseny depicted on pack. This resource highlights the fact that Yosoy utilises water from the natural park of Montseny, and that its advanced technology allows it to be free of additives.

The side of pack messages relate to the rational and emotional elements of the brand respectively. One side describes the production process in a jargon free manner, allowing every consumer to understand why Yosoy is the leading plant-based drink in the Spanish market. The other side depicts the brand’s raison d’être, in other words, the brand manifesto.

Design

The unique graphic system developed for the brand aims at emphasising the human side of Yosoy. It accentuates origin and provenance through textured, energy-filled strokes. The cuts and edges of the design elements are purposefully rough, imperfect yet perfect, like nature. The logo itself has the same handcrafted feel, adopting the aesthetics of letterpress; all in accordance to the flow of the brand.

The colours are the most audacious element in the brand breaking all resemblance to any existing products in the category. A luminous and energetic colour palette codes the flavour varieties of the product, yet it never makes use of primary colours. As a consequence, the product portfolio has a bold and novel personality, simply unmissable in the supermarket aisle.