YORGUS KYDS Is More Than A Product For Kids

by Andrew Gibbs on 01/13/2021 | 3 Minute Read

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Yorgus, a Brazilian brand of Greek yoghurts made only with natural ingredients, is launching its new line Yorgus Kyds – practical, healthy and nutritious, with the benefit of having more protein, essential for kids' growth and development.

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More than a quality product for children, Yorgus Kyds was born with the purpose of instigating their imagination, arousing curiosity and the wish to touch the world – by manipulating materials and experimenting with their hands. Nothing better than a yoghurt pouch to start this movement. Of grabbing, squeezing and pulling. "Then I feel a yummy flavour of the yoghurt while I push with my little fingers until it's over."

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The sensorial aspect of yoghurt takes shape in the identity. And the idea of being there, squeezed, contained by the package limits, taking as much space as possible, is also a premise for creation. The starting point? The incentive to make things manually and the emphasis on the process.

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The construction of the design and communication walked between the functional universe of the product, highlighting the care on the processes and selection of ingredients, and the ludic universe, stimulating the imagination through colourful and unusual illustrations, in addition to proposals of activities in shared experiences, bringing parents and adults close to play, creating a bond with the children.

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To translate this feeling to their visual identity, the entire Hardcuore team joined playtime, thinking like children, without the filter that age imposes us. During a collective workshop, we raised sensorial and formal associations with the flavours that star this new product: vanilla and strawberry. The kids’ universe is huge, and their imagination is even more enormous – the fun is in the surprise of free association. Then, we put it into practise through experimentation with paint, squeezing and generating unlikely shapes. This way, we created squishy illustrations to represent each flavor, contained by the edges of the packaging. This technique was also used to create all of their communication pieces.

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After all, what fits right here?

Ingredients? Only the essential.

Imagination? A whole world in your hands.

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  • Designed By: Hardcuore
  • Creative Direction: Breno Pineschi and Rafael Cazes
  • Design Lead: Patricia Clarkson
  • Design team: Patricia Clarkson, Rafael Cazes, Victor Jobim and Andrew Nishida
  • Copywriting: Patricia Clarkson, Gabriela Barbosa and Talita Barcelos
  • Photographer: Bruno Machado

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