(+51) 919 297 524
Av. San Martin 674,
Barranco - Lima, Perú
Bringing a brand back from oblivion by drawing on its history. That’s what we did with Yoleit, which hit close to home because we were those kids of the eighties and nineties who drank this yogurt. The challenge of this rebranding was to make its longtime customers fall in love again and, at the same time, make the brand attractive enough to draw in new audiences.
When they came to us, Yoleit had two fundamental problems: its sales had dropped enormously and, as a consequence, so had its negotiating power with distribution points. That made it almost nonexistent in supermarkets. In fact, many of us thought it no longer existed. On top of that, they had packaging that didn’t help people remember the original brand. They had abandoned their essence and along the way became just like other yogurts on the market, camouflaged among many packages that looked very similar. What we had to do with Yoleit was put it back on the front line.
The yogurt with the black stripe
We did research that inevitably led us to the concept of nostalgic memory as a starting point. We did visual archaeology to decipher the elements of its old packaging, watched the commercials of yesteryear and turned to our own memories. And when we did, we remembered that Yoleit had a black stripe, something very peculiar that nobody was using, neither back then nor now. Yoleit had been the yogurt with the black stripe, and that was one of the things that made it iconic in its day. We started from there to propose a differentiating visual identity that drew on its own history.
We brought its distinctive black stripe into the present in a very contemporary way, and at the same time created new visual codes that stood outside the usual world in which many Peruvian yogurts live today: the use of the splash and photographs of fruit. That is why we decided to use illustrations, changed the typography and raised Yoleit’s presence with a more modern package that nodded to its history.
On the other hand, we had to create a visual identity flexible enough to launch new flavors and product lines without losing the essence. We created visual guidelines that are easy to identify and replicate when creating new products, so its portfolio can grow in an orderly and coherent way.
Knowing very well the battle for consumers’ attention that takes place on supermarket shelves, we achieved a noticeable change in the packaging that has had a positive impact and made a difference at the point of sale. In fact, part of the reason supermarkets opened their doors to them again was this renewed image, hungry to reconnect with its audiences.
(+51) 919 297 524
Av. San Martin 674,
Barranco - Lima, Perú
If we're going to work together, we probably won't always agree. And that's a good sign. The best brands are born from the best conversations.
(+51) 919 297 524
Av. San Martin 674,
Barranco - Lima, Perú
If we're going to work together, we probably won't always agree. And that's a good sign. The best brands are born from the best conversations.
