Overview of the project
Yogumel are probiotic ferments for making yogurt at home. A new and unknown product category that was marketing for the first time.
We had 3 big challenges: 1) create a brand that resonate with a healthy foodie audience, 2) explain that there is a safer and better way to make yogurt at home, and 3) eliminate the mental barrier of thinking that making yogurt at home is complicated.
We worked on the brand, the website and generated graphic, audiovisual and written content to launch Yogumel to the market. We create creative and scientific content to connect, build trust and spread awareness about the benefits of natural ferments and probiotics.
An art direction that captivates foodies concerned about sustainability and health
Natural, sustainable, clean-label , good, homemade, family-friendly… All of these were attributes that the brand had to reflect.
We created a warm, approachable and natural brand identity. We achieved this with a color palette of soft, earthy tones, combined with textures of natural materials, such as linen, cotton or recycled paper.
The design and visual material had a rustic, carefree touch. Paired together with a modern typography, we were able to create the perfect balance for the current foodie target.
Copywriting: the perfect balance between scientific and friendly
The website had to convey the scientific rigor on which the product is based, but at the same time have a fresh, modern and suggestive aesthetic and tone. We delved into the importance of fresh ferments and probiotics, explaining how Yogumel can improve health, always based on the endorsement of scientific studies.
Creating branded content: nutrition, science & recipes
The best way to launch Yogumel products to consumers was through valuable content . Creating regular monthly content for their blog, Instagram and YouTube channel is quite a challenge. How did we make it possible?
With very in-depth scientific information about dairy products, probiotics and intestinal flora.
With playful content : original and creative recipes made with Yogumel. Original recipes to maximize the healthy potential of yogurt.
A physical store finder
We created a search engine to find physical stores in Spain that sell Yogumel, with the option to filter by location or search dynamically through an interactive map.