Yūgō : Ripping up the rule book
Project Overview
Yūgō was founded by entrepreneur, Renad who wanted to spice up meals by giving them a quick, affordable fusion twist. She asked us to help develop her sauce brand from scratch, promoting delicious, out-there flavours in a confident way.
Unusual fusion flavours → Maximum taste appeal.
![Yugo logo](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/02.Yugo_Square_Desktop_web_xdy9tn.jpg)
![Yugo Miso Chipotle](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/03.Yugo_Square_Desktop_web_es9flu.jpg)
![Prepping ingredients](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/04.-Yugo-Large-Cooking_wqpmmh.jpg)
Brand narrative and personas
Using audience insights, we narrowed down Yūgō’s consumer base to help us construct a brand narrative that would have a positive impact.
![Yugo billboard](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/05._Yugo_Large_message_i7ny7h.jpg)
Visual identity
Taking the idea of ripping up the rule book and fusing flavours, we layered patterned designs - reminiscent of diverse cultures - that looked like they’d been torn and put back together to create a memorable look and feel.
![book from one of nations](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/08._Yugo_Large_Development_tnr4mf.jpg)
![Chipotle Miso Curry Sun-dried tomato icons](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/09_Yugo_Large_Development_krhpzq.jpg)
![pattern 2](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/10._Yugo_Small_Pattern_oul6uq.jpg)
![Pattern 1](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/11._Yugo_Small_Pattern_gxejli.jpg)
![Yugo Miso Chipotle](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/12._Yugo_Large_Packshot_cajqg1.jpg)
![opening jar of Yugo](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/13.-Yugo_Large_Jar-open_fcxlmt.jpg)
![Small spoonfuls big flavours](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/14.-Large-Spoonfuls-Big-Crop_d0ekje.jpg)
![Yugo Curries Sun-dried Tomato Stir-in Paste](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/B32-270_esd5cm.jpg)
![Shopping bag with Yugo paste in it](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/17.-Yugo_Large-Bag_eqcmmj.jpg)
![Curried Sun-dried Tomato paste](https://res.cloudinary.com/dhcbd7jaf/image/upload/f_jpg,q_60,w_800/18._Yugo_Large_Desktop_web_ry0ven.jpg)
Results.
Yugo’s bold branding helped Renad rapidly secure several market listings and a PR campaign supported by strong visual content enabled her to gain coverage in industry and consumer-facing publications.
![Hal Tyler](https://res.cloudinary.com/dhcbd7jaf/image/upload/v1707158281/buxtonthreetwo-hal-tyler_fafw2i.jpg)
Hal Tyler
Director
To find out more about this project and to discuss how a similar solution may work for your brand, get in touch.