Yeo Valley Organic: A Vision for Growth
Introducing a Portfolio Architecture to Enable Growth.
Brand Strategy. Range Architecture.
Brand Identity. Packaging Design. Innovation.
Our partnership with Yeo Valley Organic – a pioneer of the regenerative organic farming movement – has empowered the brand to more effectively manage change and boost its growth across categories. By taking a holistic view of the brand’s current offer and its development ambitions, we’ve created a new range architecture and innovation platform that has defined new packaging directions, along with a refreshed identity for the overall brand.
Keeping up with the category
Our more meaningful design architecture has given the brand confidence to rethink its design approach across the yogurt fixture, including a dramatic overhaul of its more innovative offerings. Both the Greek Recipe and Kefir offers have benefitted from new names, messaging and graphics, with clearer product stories told through illustration and benefit call-outs. The new approach has been instantly effective. Since the relaunch in March 2024, Greek Recipe has experienced a 60% uplift YoY, potted Kefir a +30% uplift and drinking kefir a 90% uplift. Yeo Valley Organic’s potted Kefir is, at the time of writing, the UK’s no.1 kefir.
From evolution to revolution
By creating meaning around product type, occasion and consumer, the new design architecture enabled the brand to embrace varying degrees of change across its portfolio. On Yeo Valley Organic’s newer and more innovative products, we had the opportunity to introduce completely new designs, from the Greek-inspired pattern on Greek Recipe that brings a new twist to Yeo’s love of illustration and highlights the brand’s quirky sense of humour, to the abstract illustration on Kefir that expresses heightened health benefits. On soups, a more evolutionary design maintains similar colour-coding and a rustic style, but adds greater interest and story-telling to the illustration.
Designed with heart
Yeo Valley’ Organic’s core range of yogurts, milk and butter has received only subtle design changes and refreshed messaging, but now features an evolved logo that reflects the brand’s newfound confidence. The new logo maintains hand-drawn typography and iconic heart shape, but emboldens the brand name, evolving the type colour to a more sympathetic green, and positioning the word ‘Organic’ more comfortably within the mark. Seen across the brand world, the refreshed identity re-establishes Yeo Valley Organic as the icon of regenerative farming.
Brand Strategy.
Brand Identity.
Packaging Design.
Production.
Brand Guidelines.
Portfolio Strategy.
Print Management.
