CONTEXT
Despite its unique positioning, YES was strongly associated with the medical sector due to its availability on prescription. This perception, reinforced by the existing identity, limited its ability to expand into wider retail and lifestyle markets. The challenge was to reposition the brand while retaining its credibility and trust.
SOLUTION
A new masterbrand was developed to unify the product range and support future growth across multiple markets. Distinct sub-brands were created for each product line, sitting cohesively within the wider system.
A more expressive visual language — combining a freehand, organic style with confident typography — shifted the brand away from clinical cues towards something more human, accessible and contemporary. The result is a flexible identity that works seamlessly across packaging, print and digital platforms.
SERVICES
Branding, Art Direction, Packaging
Created during time at Title Agency
