M01wordmark, palette, and packaging logic in one coherent kit
1
Brand system
Case · Joe Yogurt
Branding · 2017
A yogurt brand that stops apologizing for being fun.
Joe Yogurt needed an identity that could compete in a crowded chilled aisle without defaulting to pastoral greens and handwritten type — the visual language every yogurt brand uses to say "natural" and none of them use to say "remember me." We built a bold, graphic system around a confident wordmark and a controlled palette that reads from three metres on a supermarket shelf.
- Client
- Joe Yogurt
- Year
- 2017
- Scope
- Brand · Packaging direction
- Role
- Brand designer
- Team
- 1 designer
- Duration
- 4 weeks
01
The engagement
Context, approach, and the decisions that mattered.
- 01
Shelf distance as the brief
Every decision was tested at the distance a shopper actually makes the choice — three metres, side-on, among twenty neighbours.
- 02
Fun without childish
The tone is playful but not juvenile. The brand can extend to line extensions without redrawing the core mark.
02
Selected artifacts
A small spread from the engagement.
03
Outcome
The numbers we agreed to ship against.
M02tested against category clutter in real retail context
Shelf
Readable at 3m
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