Yūgō : Ripping up the rule book
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.
- Brand Narrative
- Brand Identity
- Persona Creation
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.
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.
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.