WHITE SPACE.
THE CHALLENGE
Category Positioning
For Yobiome, I had the opportunity to build a new functional-yogurt brand from a blank page: positioning, identity, packaging and product architecture. The challenge was defining a category position distinctive enough to move beyond conventional probiotic yogurt.
THE SOLUTION
MAKE THE MICROBIOME THE BRAND HERO.
The positioning led to a simple visual idea: make the microbiome itself the most ownable part of Yobiome.
I built the product architecture around distinct microbiome visualizations for Her, Restore and Energy, giving each benefit territory its own color, visual cue and packaging expression.
The goal wasn’t to create yet another A2/A2 yogurt. It was to bring science and probiotics to a functional food space ready for disruption.
THREE POINTS OF DIFFERENCE
I focused the work around three attributes that could separate the brand from conventional probiotic yogurt: 1) microbiome-specific benefits 2) science-backed probiotics and 3) regenerative A2/A2 yogurt.
COFAQTOR.
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THE CHALLENGE
Brand Platform
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The positioning became a product architecture built around distinct microbiome needs: Her, Restore and Energy. Each benefit territory received its own color, visual cue and packaging expression.
THE RESPONSE
BUILD THE SYSTEM.
