YOOY
- Brand design
- Brand strategy
Lence is one of the largest dairy companies in Galicia, committed to its territory and its livestock. Their immediate challenge is to embrace consumption methods capable of reducing the impact on the environment. Under this premise, a unique opportunity arises: to design a new, 100% natural product that defines a new category, from which to lead a change alongside a collective seeking to break away from conventional consumption patterns.
Thus, YOOY is born in an extremely competitive landscape filled with highly processed vegan foods, such as natural beverages. Together, we embarked on a long journey that began with the creation of its category and went through the definition of the brand and the design of every single touchpoint of YOOY.
From conventional consumption to nutricosmetics with lactoserum
YOOY is pure attitude for daily consumption in a 33 cl bottle. It is composed of 99% cow’s milk whey and 1% natural extracts. In addition, you won’t find fat, added sugars, added sodium, lactose or gluten. If we add to this the fact that it contains manganese, a substance that helps regenerate bone connective tissue, isotonic properties and the ability to make our body assimilate nutrients more easily, the choice of “Lactoserum” as a descriptor for its category requires little further explanation.
More than a brand, a lifestyle
YOOY is designed to take care of you and your environment. Under the concept “Organic Health”, a brand designed to combat the hustle and bustle of everyday life or for those moments when you want to do without alcohol, caffeine or sugar, but not your friends.
Its name is the contraction of YO + JOY, which represents self-centered joy, inviting us to explore our inner world and enjoy ourselves personally. In addition, it can be read the same way in both directions, which highlights the symbiotic cycle that forms between the person and his or her environment.
We designed everything to create a unique experience
In the definition, we resorted to the design of futures to guarantee our survival in an extremely competitive world. If we add to this a visual identity based on the iconicity of the works of the artist Takashi Murakami, the definition of immersive relationship models in terms of digital product, and a communication strategy focused on the creation of a social movement capable of crossing borders, we obtain a coherent, solid result, and above all, capable of making an impact in all its facets.
A multidisciplinary team
To ensure the result, we turned to three major design companies: Clint is Good, to help us give motion to the brand; Program, an expert team in digital product development; and Teteerck, for the definition of 3D models.
Beyond the world of healthy beverages
Our evolutionary thinking goes further, projecting new consumer uses, such as a new line for pregnancy, or products for children to help reduce the problem of childhood obesity. For example, a line of natural sweets printed using 3D technology.
