Responses by Anagrama Studio
Background: The purpose of the project was to create a brand and packaging system for grocery brand YEMA that cuts to the chase with no sugarcoating. Since the product line for YEMA is so broad, the target audience is everyone.
Reasoning: We were happy to come across such a project and be able to explore a type-oriented solution. We wanted to create a scalable system that was simple enough to be applied to multiple objects without having to overthink it. We were also looking for the packaging to be fun, attractive and practical. The color scheme would also have to play a big role in setting the product lines apart from each other. By creating this bubble system, we were able to accomplish our objective.
Challenges: Finding the right graphical idea and make it work. Again, the system would have to be simple and flexible, yet attractive to look at. Oftentimes, creating something simple is the hardest; therefore, it took a few more internal rounds than usual to find the right formula for this brand.
Favorite details: It was satisfying to get a giant box delivered to us with most of the packaging we designed, and to see the final physical outcome. We were also happy with the animated logo and communication system; it really added to the fun aspect of the brand.
Visual influences: Brands such as Brandless, IKEA and Monoprix. We were drawn by the simplicity of their product packaging, their heavy uses of type and color and their products’ effectiveness on the shelf.
Specific demands: We were told that YEMA sells everything from a mop to a cereal box. This made the project challenging from the start; it is quite different than working on a project where there are only one to three products per brand.