Repositioning Yogan beyond the idea of a vegan alternative, putting flavour, pleasure and authenticity first to open the brand to a wider audience and challenge the conventions of the category.
“Outside the herd” became more than a signature. It defined the attitude of the entire brand. From identity and tone of voice to an irreverent product naming system and a bold packaging language, every element was designed to break with predictable vegan codes while balancing provocation with credibility.
Brand identity
An identity that leads with flavour, pleasure and authenticity, breaking with the predictable codes of vegan brands.
Verbal identity & naming system
An irreverent naming system turns every product into a character, from Cremarylin Monroe and Leonardo Vincheese to Cajubert Einstein and Nicottage Tesla.
Packaging
A bold packaging language of saturated colour and oversized type, balancing provocation with credibility on the shelf.
Communication
Campaigns that challenge the category head-on. Segue o sabor, não o pastor: follow the flavour, not the shepherd.
Yogan
Outside the herd.
Next project
Revigrés
Neo-Chromatism. A new way to think of colour.
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