Yami Yogurt is a well know household brand in Singapore that serves soft-frozen yogurt. Being around since the 1980s, DW’s key role was to look into rejuvenating and modernising the brand and corporate identity of Yami Yogurt. We wanted to create a memorable customer experience from the moment they spot the Yami logo to the time when they are at retail outlet to the picking of yogurt flavors, toppings and receiving their very own Yami Yogurt cup. The logo had to be enhanced without losing its original essence and continue portraying Yami Yogurt as the healthier choice meant for all age groups.
Planning & Execution
With the brand history and loyal fans in mind while exploring the possibility to reach out to the younger audiences and expand its customer base, we worked on a brand image facelift whereby one that retain the iconic YAMI typeface yet allow future expansion and updates of the design and content with the incorporation of a yogurt swirl in the logo that topples off as a fun speech bubble element when turned around.
The round border holds the brand in place, bringing balance and stability. It ends with a swirl on the top, giving it more character and relevance to the nature of the business. On top of that, the speech bubble design element that depicts ‘being in conversation’ is incorporated to the full suit of collaterals such as the corporate stationary set, business cards, gift vouchers, graphic poster, etc.
Additionally, a set of typographic using phrases relating to the wholesome benefits of Yami Yogurt is created and can be used intuitively on all relevant collaterals such as cup designs, poster, kiosk interior and T-shirts.
A new brand extension was also introduced to attract the really young ones like Yami Kids was created to attract more children to choose yogurt over ice creams. With colourful pastel fonts incorporated into the logo, Yami kids have their own kids cup and topping section at the retail store.
In order to enhance the retail experience, we have used natural wood elements to identify the Yami Yogurt’s focus of being natural. Green was the secondary colour element that provides a refreshing outlook together with the fruits and nuts topping displays.
Effectiveness / Results
Existing customers loved the new brand image adding that the brand looks refreshed but it still feels like their very own Yami. Needless to say, kids are thrilled with the topping section that they call their very own and they even commented that it tastes better than any other ice creams in the world.