Elmwood visualises taste and texture  for redesign of Yushoi, the Japanese-inspired snack brand

Elmwood visualises taste and texture for redesign of Yushoi, the Japanese-inspired snack brand

Jun. 26, 2019

Yushoi, the Japanese-inspired brand of ‘better for you’ oven baked pea snacks, has been given an exciting new brand and packaging design by Elmwood, the world’s most effective brand design consultancy.

Elmwood was briefed to update the brand and how it is expressed on packaging. It follows a branding exercise which saw Yushoi adopting a new positioning: ‘multi-dimensional, high-intensity food that’s better for you’. The Elmwood team set out to find a way of visualising the texture and flavour of each product in the Yushoi Pea Snaps range in a way that would make the brand stand out and provide a powerful platform for new products.

At the heart of the design is a ring of texture and flavour set against a rich black background for consistent brand blocking and to ensure stand out in a chaotic supermarket environment. Each variety has its own illustration relevant to the sensation of that flavour – but not a literal interpretation of the flavour itself. 

 

The illustrations, created in house by Elmwood, were devised by asking questions such as: what does sour look like? What’s the shape of umami? What texture does spicy have? The photography is by Angus McDonald

Yushoi is owned by Japanese snack manufacturer Calbee. It launched in the UK in 2015 and is now selling more than £6m annually. Yushoi is part of the ‘better for you’ savoury snacks category and is aimed at consumers defined as ‘health-inclined and experience-seeking’.

Jon Wood, Commercial Director at Calbee, said:

“From the very first meeting, Elmwood proved to be determined to understand the challenges we faced and totally committed to delivering the most creative solution for us. The outcome exceeded all expectations.”

 

Alex Halfpenny, Design Director at Elmwood, said:

“From start to finish, the job was an absolute feast for the senses, with a fantastic client, who was not only genuinely passionate about their product and brand, but were open to new and brave ideas and thinking. This empowered the team to make some truly bold design decisions and as a result have managed to transform the presence on shelf, while retaining the spirit of Yushoi. It’s easily one of the favourite projects I’ve ever worked on, and everyone involved should be proud of the results.”

 

The redesigned brand and packaging launches in July across Yushoi’s Pea Snaps Range: 21g single packs across four variants (Lightly Sea Salted, Sea Salt & Balsamic Vinegar, Sweet Chilli with Lemon, Sour Cream & Chive); 105g sharing bags (Lightly Sea Salted, Sea Salt & Balsamic Vinegar, Sweet Chilli with Lemon, Sour Cream & Chive); multipacks 6x 21g across four variants (Lightly Sea Salted, Sea Salt & Balsamic Vinegar, Sweet Chilli with Lemon, , variety selection).

Related News

Dec. 12, 2022

The Artfor's — Art for More: Artists Save Lives

The #ArtForArmenia charity online auction launched in favor of Insurance foundation for servicemen and Vahe Meliksetyan foundation

Jun. 10, 2022

Madwell Creates New Brand Identity for Trust for Public Land

Madwell was retained for the design assignment in February 2021

May. 24, 2022

doodooc.com Celebrates Its Launch on Product Hunt

Generative music visualization platform doodooc.com sets its rocket on Product Hunt

Latest News

Mar. 28, 2024

Joga and Tonies Set up the Chocolate Challenge, a Bittersweet Easter Experiment to Promote the Toniebox

To celebrate Easter, the agency invited children aged 5-6 to listen to a new tonies® audio tale while eating chocolate

Mar. 28, 2024

LIONS Launches its First Global Creative MBA (LIONS cMBA)

A global programme designed to democratise access to world-class learning and accelerate the careers of everyone in the making