Scroll
YiYi
Naming, identity, packaging / Ukraine
YiYi is a creative grocery company.
Background
Patsany has long been acquainted with the owner of the brand "Dom Varenia" Olena Hashynska. From a small craft production of jams, preserves and jams, she turned the company into a large grocery production: along with various sweet jars, sauces, pastes with cuttlefish ink, sun-dried tomatoes began to appear.
Thus, "Dom Varenia" turned into a grocery castle. The company needed rebranding, and Olena contacted us with this task. And we are simple Patsany: we are fond of jam, and we can make a cool rebranding".
Thus, "Dom Varenia" turned into a grocery castle. The company needed rebranding, and Olena contacted us with this task. And we are simple Patsany: we are fond of jam, and we can make a cool rebranding".
The task
To develop a name that would unite all SKUs of the company and reflect its philosophy. In addition, to create a new identity that would fit the new name and enhance it visually.
The challenge
Combining very different products under one roof is a challenge. The company is good at pasta, jam, and sauces. Also, the brand already had a bright recognizable handwriting - both in the names of products and in the character: pasta with cuttlefish ink "Mrakaroni", fruit and nut paste "Kizya-Mizya", sauce "Slivous". Patsany tasted the contents of almost all jars and gladly accepted this challenge.
How we did it
Naming
The brand in the perception of the audience was closely associated with the name of its owner, the goddess of all delicacies and crazy product names - Olena Gashynska. We wanted to reflect this in the new name to make it clear who is behind this gastronomic magic.
It was also important to stick to the already created recognizable vibe that invites the consumer to a real gastronomic workshop. Creativity is an important component of the company. It is manifested both in the creation of new taste masterpieces and in its names and stories around the products.
Patany presented a shortlist of names, among which Olena chose Her/YiYi. The name says that this is her brand, created from scratch. That each jar is the result of her work. The consumer immediately understands that this creative and gastronomic frenzy was created by her.
It was also important to stick to the already created recognizable vibe that invites the consumer to a real gastronomic workshop. Creativity is an important component of the company. It is manifested both in the creation of new taste masterpieces and in its names and stories around the products.
Patany presented a shortlist of names, among which Olena chose Her/YiYi. The name says that this is her brand, created from scratch. That each jar is the result of her work. The consumer immediately understands that this creative and gastronomic frenzy was created by her.
The letter "ї" [yi] is a highlight of the Ukrainian alphabet
It gives a sense of belonging to our country and also playfully enters the territory of food. Yes, it is a gastronomic frenzy, and it is Ukrainian. The duplication of the letter "ї" creates an appropriate playful vibe, which fits the brand’s character.
We have combined different products of the company under one eloquent name and preserved its fierce vibe. To further strengthen the meanings of the new name, we developed a positioning – a creative grocery company.
We have combined different products of the company under one eloquent name and preserved its fierce vibe. To further strengthen the meanings of the new name, we developed a positioning – a creative grocery company.
Thus, "Dim Varennia" turned into "YiYi", and Patsany successfully overcame the challenge
Identity
When the new meanings found their verbal forms, we started seeking and creating visual forms. Patsany always approach the task comprehensively, so this time we wanted to create the most voluminous identity that would work well with different media formats both offline and online.
It was important for us to convey the playful and crazy vibe of the brand and at the same time create recognizable graphic elements. We dived even deeper into all the jars and packaging and realized that each product seems to live its own life: it has its own character, style, taste. After numerous brainstorms, we found the perfect visual match – we created gastronomic characters.
It was important for us to convey the playful and crazy vibe of the brand and at the same time create recognizable graphic elements. We dived even deeper into all the jars and packaging and realized that each product seems to live its own life: it has its own character, style, taste. After numerous brainstorms, we found the perfect visual match – we created gastronomic characters.
Characters
Cheerful orange, DJ eggplant, fierce raspberry, Cossack beet, smart grape, lemon wizard: Patsany have developed 29 characters, and each of them has its own unique character. The characters reflect the variety of tastes and emotions that can be felt when tasting YiYi products. Each character looks as if it has just come from under the artist's brush and looks like cool modern art. This style of drawing was chosen to emphasize the importance of the creative component for the company.
Daring Limondra
Courageous Eggplant
Furious Pepper
Expressive Apricot
Proud Basil
Authentic Beet
Capricious Apricot
Crazy Orange
Charismatic Tomato
Wicked Pumpkin
Self-Absorbed Blackberry
Pirate Pear
Thrilling Strawberry
Respected Date
Battailous Rhubarb
Flirty Raspberry
Exemplary Cherry
Conclusive Currant
Unfortunate Chickpea
Humble Plum
Funky Pepper
Sympathetic Sea Buckthorn
Laid-Back Tomato
Rebellious Zucchini
Freaky Blackberry
Untamed Arugula
Carefree Dried Fruit
Packaging
Patsany have updated all product labels and organically integrated characters into them. In February, a test batch of YiYi jars and packages already appeared on the shelves of the Silpo supermarket chain, but due to Russia’s full-scale invasion, the complete rebranding had to be temporarily postponed.
Stickers
Patsany have developed a bright logo using a dynamic color scheme. Each of the 13 colors reflects a certain emotion and mood that the company's products evoke.
Logo
Patsany have developed a bright logo using a dynamic color scheme. Each of the 13 colors reflects a certain emotion and mood that the company's products evoke.
Merchandise
Here is how the brand identity works on merchandise that is used in the brand communication on a daily basis and creates its recognition among the audience.
Patsany created naming and identity that helped the brand find a new self and confidently move on to the gastronomic and creative future. The company’s character and values were transformed into new verbal and visual forms that best represent the brand. The characters have become a visiting card for those who buy products for the first time as well as for loyal connoisseurs of the brand's delicious products.
PROJECT
TEAM
TEAM
Її / YiYi
Founder: Olena Hashynska
Patsany Agency
Creative Director: Dmytro Yatsyna
Strategic Director: Evgeniy Zingerman
Strategist: Maria Vasilenko
Copywriter: Sasha Fayna
Art director: Inna Alimova
Illustrator: Julia Nagorna
Strategic Director: Evgeniy Zingerman
Strategist: Maria Vasilenko
Copywriter: Sasha Fayna
Art director: Inna Alimova
Illustrator: Julia Nagorna
Contact Us →
Як зручно – так і пиши.
Можна на пошту, а можна до Telegram.
Твоє життя, твої правила!
Можна на пошту, а можна до Telegram.
Твоє життя, твої правила!
телефон
+38 093 929 83 84
Patsany Agency with love © 2024 All rights reserved