Yolélé
Yolélé approached us to redesign the packaging for their fonio products with a focus on improving customer understanding while retaining the vibrant and authentic feel of their original design. Fonio, a nutrient-rich ancient grain with deep roots in West African culture, is at the heart of Yolélé's brand, and our goal was to elevate its visibility and appeal. The project required creating a clear visual hierarchy to help customers quickly grasp what fonio is, its benefits, and how it fits into their daily lives.
Our redesign maintains the bold, rhythmic patterns and vibrant tones inspired by West African artistry, a hallmark of Yolélé’s identity, while refining these elements for improved readability and modern appeal. We established a consistent design system across the product line, differentiating variations with distinctive color coding while ensuring brand cohesion. This project not only made the packaging more accessible and educational but also celebrated the cultural richness that makes Yolélé’s fonio products unique.
Yolélé—meaning…
“Let the good times roll!”
In the initial stages of exploration, we considered a range of options, varying from those closely aligned with the original packaging to those further removed.
Logo Refinement:
Simplifying with Purpose
In refining the brand’s logo, our focus was on simplifying its form to enhance clarity and versatility across modern applications. By carefully distilling the design, we retained the core elements that define its identity, creating a streamlined, timeless mark that stays true to the original.
Final Package Design
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