New illustrations are a key part of the brand’s new identity, designed to help its new Greek and Kefir products stand out on the shelf.
London-based B&B studio has revamped Yeo Valley Organic’s entire visual identity and product range architecture through a combination of small tweaks and more dramatic overhauls.
Most people will have seen the brand on supermarket shelves or had it in their homes, but what you might not know is that Yeo Valley is a real place in the heart of Somerset, owned by the Mead family. It houses two organic farms and its own herd of British Friesian cows, and for 30 years, Yeo Valley Organic has strongly advocated for regenerative organic farming.
B&B studio design director Jack Gibbons says it was really inspiring to learn more about Yeo Valley Organic’s sustainable farming practices and describes it as “a truly loved organic food brand and an incredibly future-focused business”.
Over the past few years, many different yoghurt options have popped up, promising health benefits and indulgence. In light of this, the Yeo Valley Organic brand needed a more flexible design system to effectively differentiate its growing portfolio.
Gibbons explains that the project was about “future-proofing the brand”, as it has enormous potential for growth and expansion. “Establishing a firm brand foundation that would allow for further innovation was key,” he adds.
It’s clear that Yeo Valley Organic is a brand with incredibly strong values, so the new design system had to stay true to this. While the brand logo has been evolved, its hand-drawn typography and iconic heart shape have been maintained.
What has changed is the type colour, which Gibbons describes as a “more sympathetic green”, while the word ‘Organic’ has been positioned more comfortably within the mark.
Yeo Valley Organic’s new design system sees subtle design changes and messaging improvements across its core yoghurts. For example, illustrative elements have a bit more breathing room, and the messaging and layout of the packaging have been refined.
All of this was done to achieve greater standout on shelf and easier navigation, as product benefits are now more clearly articulated.
Meanwhile, for the Kefir and Greek recipe products, worked on renaming, re-messaging and more drastic redesigns overall. Gibbons says: “This is part of the overarching architecture that empowers Yeo Valley Organic to future-proof its portfolio.
“We see this through exciting innovations in categories such as gut health with the launch of Gut Boost drinks in their ever-growing Kefir range.”
For the Greek Recipe – formerly Yeo Valley’s Super Thick Yoghurt – a Greek-inspired pattern was chosen, which Gibbons says “brings a new twist to the brand’s love of illustration and highlights the brand’s quirky sense of humour”.
The Kefir products use more abstract illustrations to express the heightened health benefits associated with the product without falling into the gut-friendly clichés of other brands on shelf.
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