(Launched 2015) “When we first started our journey all we had was a green pea and a vision. Inspired by the calm and mindful culture found in Japan, we developed a range of snacks that harness the goodness of vegetables and blend them with exciting innovative flavours. Yushoi’s unique baked pea snacks have multiple benefits as they are baked, a source of protein, high in fibre and 90 calories or less per serving, making them the perfect answer to snacking on the go.” Yushoi is owned and distributed by Calbee UK.
Elmwood was briefed to update the brand and how it is expressed on packaging. It follows a branding exercise which saw Yushoi adopting a new positioning: ‘multi-dimensional, high-intensity food that’s better for you’.
The Elmwood team set out to find a way of visualising the texture and flavour of each product in the Yushoi Pea Snaps range in a way that would make the brand stand out and provide a powerful platform for new products.
At the heart of the design is a ring of texture and flavour set against a rich black background for consistent brand blocking and to ensure stand out in a chaotic supermarket environment. Each variety has its own illustration relevant to the sensation of that flavour – but not a literal interpretation of the flavour itself.
The illustrations, created in house by Elmwood, were devised by asking questions such as: what does sour look like? What’s the shape of umami? What texture does spicy have? The photography is by Angus McDonald.
Elmwood provided text
Images (opinion after)
The old logo was fine, maybe a little cartoony in making Latin characters look like Asian characters but a good starting point nonetheless. The new logo stops trying and is simply a nice, custom-looking wordmark with a lovely “y”. I’m not convinced by the angled “i”; I get they were trying to keep the quirkiness of the old one but a hard-cut angle, that doesn’t happen anywhere else in the logo, feels a little jarring. Still, it has enough personality and works well on its own as it does inside the textural rings in the packaging, which I rather like. The style is pretty cool and there is enough variety among them to not make them feel repetitive. The actual flavor interpretations are questionable — not sure if I would picture “lightly sea salted" as a twisting ring that looks extra spice. Nonetheless, they are groovy to look at. I wish they were bigger or alone-r in the packaging though… the large snap-pea-product-photography, while maybe necessary, demands almost as much attention as the rings. Even the product flavor is so large it competes with the snap peas. All three elements are fine but they are all stuck on Priority Level 1. Overall, these are definitely different from the typical chip/snack packaging, even from the more design-forward ones, by avoiding most category clichés.