Yobu Frozen Yoghurt
The Yobu brand needed to communicate the identity of a young, vibrant and trendy new frozen yoghurt and bubble tea retailer. We took inspiration from the textures and colours of the products themselves, as well as fun, popular toys and gadgets already existing on the market.
Our client wanted to appeal to their younger audiences. Being a lover of Asian black bears they were keen on the route of using a mascot to achieve this. Yobu’s name was born out of a combination of it’s two core products as well as it’s association with well know bear characters. Once a mascot had been chosen we could really experiment with colour. Because our client’s products were so vibrant in and of themselves, we needed a simple bold logo and colour scheme that stood out against and complemented a variety of colour combinations.
We dedicated a lot of time to finding and creating bespoke typefaces for the Yobu brand – working to manipulate the text to echo the character of the brand’s products. As our typeface evolved, editing was crucial in keeping the aspects we felt worked best amongst the multiple versions, and combining them to create a perfectly-balanced final logo. We produced a number of visuals showing how the brand identity would work across our client’s products. This meticulous testing exercise meant that the final result is still being used and enjoyed in Yobu stores today. We created fully addressable LED signage inspired by the colours and bubbles of the products that pulsed and radiated in rich textural expression, luring people into the Yobu stores.
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