(Est. 2019) Yora is a new brand of dog food that uses grubs, or more precisely, Hermetia Illucens larvae, to create a protein rich ‘flour’ and provide a single protein diet and one that is less taxing on the environment. The grubs are mixed with potatoes, oats, and beetroot, which don’t require as much energy and water to grow. Yora was started by Junction Studio’s creative director, Tom Neish. (Bonus: the bags are biodegradable.)
The product is named Yora in honour of one of the last uncontacted Amazonian tribes - it's indeginous people like these who are most at risk of the west's insatiable appetite for meat.
Yora's packaging has to work hard to communicate the numerous benefits of feeding an insect based diet to pets, and to make those nutritious grubs look appealing to consumers.
The incredibly talented Yukai Du helped us to create a distinctive visual language through her illustrations and animations.
Images (opinion after)
The logo is typeset in Ribbon, which is an enjoyable font and works well here to convey a slight sense of exotic-ness. Perhaps it would have been interesting to modify the inline of the font to match the more organic lines of the illustrations, which are great and joyful. This is a tough product to sell and the packaging does a solid job of making entomophagy (the practice of eating insects) attractive and interesting. I also like the density of the packaging, where most are trying to be minimalist, this one leaves little whitespace. The intro video is fantastic. Overall, the packaging and presentation of the product on the website are energetic and enticing.