YOOJI

With the arrival of Danone Manifesto Venture as a key shareholder, Yooji, an organic, local and committed baby food start-up, needed to clarify its value proposition to better unleash its full potential.

“As good as homemade”: a new, clear point of difference, resulting from a prioritisation process among Yooji’s many attributes.

To capture this new promise, a redesigned logo, combined with a new visual triptych: from natural ingredients bursting with flavour and nutrients, to a frozen portion that retains all their properties, all the way through to immediate and intuitive use in babies’ spoons.

We rolled out this new brand story accross all existing ranges, and used it as a springboard for new innovations, such as veg & cereal sticks, a breakthrough baby-led-weaning inspired option, co-created with mums.

Long-term strategic support, including brand audit and platform definition, followed by brand CSR strategy to define Yooji’s brand purpose and impact, and yearly idea studio and concept lab to feed the innovation funnel.