2019 - 2020
YAYAYA
STRATEGY
naming
logo
BRANDING
packaging
unpacking WHO YOU ARE
Being new to the market, Yayaya American Yaupon needed to make a splash to set itself apart in a market that is saturated with high energy elixirs. We set out to highlight what makes Yayaya different. Native to North America? Check. Sustainably harvested and regeneratively grown? Check and check. Yayaya also contains theobromine – the “feel good” stuff found in chocolate. Double check! That doesn’t sound like any energy boosting tea we’d heard of and for us, that made it perfect.
unpacking THE CONSUMER
There has been very little innovation in the tea space and consumers are bored. The saturated tea shelves all blur together. There are way too many shades of tan tea boxes. While consumers are becoming more and more interested in functional beverages, the tea space is leaving them with nothing to get excited about. It’s no wonder the plant-based energy category was experiencing growth.
PACKING IT ALL BACK UP
We wanted to stir things up in the tea space, so we worked to develop an exciting name with an energetic vibe to tie into the mood-boosting benefits of theobromine. The name became the center-point of the design. Repetition is a way to visually communicate a message and we felt that YAYAYA had an energy that helped it jump right off the shelf. In a split second consumers understand function, without feeling the need to compare claims.
The FIRST Yaupon RTD – that deserves hype!
UNPACKING WHO YOU ARE
Being new to the market, Yayaya American Yaupon needed to make a splash to set itself apart in a market that is saturated with high energy elixirs. We set out to highlight what makes Yayaya different. Native to North America? Check. Sustainably harvested and regeneratively grown? Check and check. Yayaya also contains theobromine – the “feel good” stuff found in chocolate. Double check! That doesn’t sound like any energy boosting tea we’d heard of and for us, that made it perfect.
This is not a sleepy time tea.
unpacking THE CONSUMER
There has been very little innovation in the tea space and consumers are bored. The saturated tea shelves all blur together. There are way too many shades of tan tea boxes. While consumers are becoming more and more interested in functional beverages, the tea space is leaving them with nothing to get excited about. It’s no wonder the plant-based energy category was experiencing growth.
An elevated vibe!
PACKING IT ALL UP
We wanted to stir things up in the tea space, so we worked to develop an exciting name with an energetic vibe to tie into the mood-boosting benefits of theobromine. The name became the center-point of the design. Repetition is a way to visually communicate a message and we felt that YAYAYA had an energy that helped it jump right off the shelf. In a split second consumers understand function, without feeling the need to compare claims.
THE IMPACT
Accounts got excited – and so did their shoppers!
As a result, the brand launched in Central Market and then in Whole Foods. The new branded product saw incredible velocities upon its launch. Give it a try – it’ll have you saying YAYAYA!