Yeo Valley Organics

B&B studio has partnered with Yeo Valley Organic on a strategic and creative revamp of the brand’s visual identity and product range architecture. Incorporating both sensitive design tweaks as well as revolutionary new designs, the project takes a holistic view of the whole Yeo Valley Organic offer, empowering the brand to more effectively manage change and boost growth across a set of fast-moving categories.

Keeping up with the category

The yogurt fixture – Yeo Valley Organic’s heartland – has witnessed unprecedented change over the past few years with innovations across both health and indulgence creating whole new sectors on-shelf. While Yeo Valley Organic has great products in place to meet these new consumer needs, its existing design system lacked the flexibility needed to effectively differentiate them. By creating a more meaningful design architecture built around product type and occasion, B&B studio was able to define where changes needed to be made without disrupting the brand overall. The new system sees subtle design changes and messaging improvements across core yogurts, while innovations including Kefir and Greek Recipe have undergone a more dramatic overhaul, including renaming, re-messaging and revolutionary new designs. This has allowed Yeo Valley Organic to futureproof its portfolio, creating a platform for exciting innovations in categories such as gut health with the launch of Gut Boost drinks in their ever-growing Kefir range. The system has also been rolled out across additional Yeo Valley Organic products including milk, butter and soups.

From evolution…

As part of the project, B&B evolved the brand’s logo, maintaining its hand-drawn typography and iconic heart shape, while emboldening the brand name, evolving the type colour to a more sympathetic green, and positioning the word ‘Organic’ more comfortably within the mark. On the packaging of core products, the design has evolved subtly, giving more breathing room to illustrative elements and refining pack messaging and layout. The result is greater standout on shelf, and a more easy-to-navigate range for consumers, with product benefits more clearly articulated.

…to revolution

On Yeo Valley Organic’s newer and more innovative products, B&B studio had the opportunity to introduce completely new designs. For Greek Recipe – the new name for the brand’s existing Super Thick Yogurt – a Greek-inspired pattern brings a new twist to Yeo’s love of illustration and highlights the brand’s quirky sense of humour. On Kefir, illustration is used in a more abstract style to express the heightened health benefits associated with the product, without falling into the gut-friendly clichés of other brands on the shelf.

Designed for ambition

As a pioneer of the regenerative organic farming movement, Yeo Valley Organic is a brand with enormous potential for growth and expansion. Establishing a firm foundation for further innovation was key to B&B studio’s collaboration with the brand, and the new design architecture has been created with future ranges in mind.

Crafted for effectiveness

With two Grand Prix wins at the Design Effectiveness Awards under its belt, B&B studio is known for its ability to combine great creativity with commercial impact, and the Yeo Valley Organic project is already proving to be no exception. Since the relaunch of Greek Recipe in March 2024, it has experienced a 60% uplift YoY. Similarly, both Yeo Valley Organic’s potted Kefir (+30% YoY) and Drinking Kefir (+90% YoY) are experiencing huge growth, with potted Kefir the #1 Kefir UK brand.

Yeo Got This!

“Working across a growing portfolio in such an innovative category has been a really exciting design challenge,” comments B&B Design Director Jack Gibbons. “We’ve relished the opportunity to bring new design thinking into the brand, and harmonising the existing range around that new energy.

The new system combines clear guidelines for design with real flexibility in where we can go next – and that can enable and empower all manner of innovation.”

Sarah Mead, Brand Editor at Yeo Valley Organic, comments: “For 30 years, Yeo Valley Organic has been a proud advocate of regenerative organic farming and sustainable practices. Our new packaging design reflects our forward-looking approach while staying true to our values. Our new design system enables us to effectively broaden our offer, giving people more of what they love about Yeo Valley Organic. It is fantastic to see the results of B&B’s expert design thinking out in the world.”