The YOOY project stems from of one of the main dairy companies in Galicia, whose purpose was to position itself as an innovative player in the sector, committed to new forms of consumption that would help reduce the impact on the environment.

The relationship began when they presented us with a new product: a lactoserum drink, the result of the ultrafiltration process of milk in its production. We were presented with a unique opportunity: to redefine the category through a natural and healthy product in the face of the new irruption of ultra-processed vegan foods.

Our challenge was therefore to create a conceptual and visual positioning for the new product, from researching the sector and defining a new territory, the development of the entire brand and the design of absolutely all of YOOY's touch points.

Spain is renowned for its agricultural production, and in Galicia livestock farming is part of its ideosyncrasy. Due to its mountainous and cool location, and its humid climate, for centuries there have been livestock producers characterised by an exquisite care of their cows.

This tradition is inherited by the company we work with, committed to its territory, Galicia, and its people, the producers. A commitment that is the driving force to lead a change in the way we consume and reduce the impact on the environment. Especially in such a natural and lively environment as the Galician area.

This purpose of change helped us to challenge the social situation in which we live. The dominant image of the future in the food industry describes a horizon in which “healthy” seams to be a synonym of “vegetarian”. However, the future does not exist. It is a construction, and we want to be part of it.

In the current moment of dietary transition where values, beliefs and practices are being redefined and questioned, we believe that YOOY has a successful projection as a natural, unprocessed and healthy product. All this reasoning is condensed in one idea: not everything green is veggie.

YOOY is born under the concept of 'Organic Health', the purpose of having a healthy life in a different and natural way, based on oneself. The name itself encompasses this idea, born from 'Yo' + 'Joy': joy centred on the self, referring to a world of introspection and personal enjoyment, of knowing oneself. But we also emphasise on the symbiotic cycle that is created with the environment, with nature. That is why it can be read the same backwards and forwards.

It is a brand aimed at people with clear convictions and positions on wellbeing, and the relationship and impact on the environment and people. People who demand changes in the way we live and work... Who actively seek healthy food and beverages. People who want to be part of a new approach to health in a natural way.

For the brand development, we turned to futures design to endure in a saturated and highly competitive sector. The visual identity was based on artist Takashi Murakami's idea of iconicity. It wasn't about developing another brand for another product, but about creating a redefining icon in the sector. The brand's shapes were created with references to natural elements and to the products' own flavours. With these shapes and a lively colour palette, a series of combinations were created to define the richness and singularity of the brand. All of this is supported by a bold and fun verbal identity, which appeals to people from an emotional and close point of view.

The packaging was designed as the brand's core element, and also a series of graphic applications for off-line elements (posters and textiles). In the digital sphere, we made a website and a video presentation to sell the product.

Together with Grupo Lence, we have created a new product category, transforming food waste into a pioneering product in Spain, culturally committed to the Galician territory and to consumption patterns capable of reducing the environmental footprint . Positioning itself as a reference in the sector and serve as an example for other brands to engage in initiatives with positive impact on the planet.

YOOY was recently launched and it is already having a great reception. The website has been awarded with an Honourable Mention in Awwwards, and the brand has been reviewed and recognised by different media personalities such as logos.ai or Davar Azarbeygui, with a substantial impact on social networks (more than 1,200 reactions on LinkedIn).