Afrigather Beirut-based meals processing firm Gandour based its baked items vary Yamama within the Eighties, and since then, the model has established itself as a household favorite throughout the Center East. By leveraging Gandour’s 150 years of experience in confectionery, the sub-brand garnered a fame throughout the Center East for offering nice high quality truffles at inexpensive costs. Nonetheless, the competitors on the shelf has just lately stepped up a notch.
With new entries from native and world gamers alike threatening Yamama’s coveted place available in the market, it was undoubtedly the best time for a refresh. Whereas it has managed to maintain tempo by a mix of worth, nostalgia, and long-standing salience, it lacked enchantment to the brand new era.
That was till Clerkenwell-based design studio Derk&Eric stepped in. The design staff aimed to bolster Yamama’s credibility, setting it aside from rivals as a trusted, family-run enterprise, whereas making certain the model’s visuals have been distinctive and distinctive.
“We love working with manufacturers that have not but appeared their greatest,” says Derek&Eric managing companion Jon Gibbs. “Yamama had all of the historical past and heritage however wasn’t expressing it in a approach that linked to at present’s client, and since there’s a whole lot of love for the model, we needed to recreate that emotional connection by the design.”
Gibbs notes {that a} key problem when redesigning a neighborhood jewel is “getting the stability of modernising the model while retaining recognition with shoppers who’ve purchased it for years”. To keep away from straying too removed from what loyal shoppers know and love, Derek&Eric labored intently with the native staff, making certain that the patron was on the forefront of all design selections.
The studio discovered that connection has at all times been on the core of Yamama’s providing, significantly between dad or mum and youngster, the place shared truffles deliver just a little pleasure. Gibbs explains how they used this concept as a basis for the identification, seen from the “clean and creamy infinite sample” of the Y to the addition of the phrase ‘love’ within the model’s refined and modernised logotype.
“The brand new fashion is expressed with vibrant power and beneficiant abundance, constructing layers of pleasure on prime of the refreshed blue background”, says Gibbs.
The studio commissioned kind guru Rob Clarke to work on a bespoke (and scrumptious) logotype for Yamama. The sleek, looping letterforms of the brand new typeface take inspiration from the piped cream that Yamama’s truffles are well-known for, giving the model an ownable and distinct asset to leverage in model communication and on pack.
For the color palette, Derek&Eric took a delicate method, maintaining it acquainted however contemporary to retain a number of the model fairness that Yamama has constructed up over time.
The studio additionally designed the packaging for the confectionary model. Gibbs explains that the truffles have “an interconnecting sample impressed by the creamy brand kind that creates an infinite creamy sample when stacked collectively”.
In response to Gibbs, the Yamama model has grown because the relaunch of the brand new identification, which factors to the success of the design work in attracting new patrons.
