Yeo Valley Organic reveals fresh new brand identity and packaging design

The project saw the British organic dairy company team up with B&B Studio to devise a new strategy aimed at reimagining its visual identity and brand architecture. The updates by the London-based brand design agency incorporate flexibility and include changes to the brand’s logo.

It was determined that Yeo Valley Organic’s most well-known product range, its yoghurts, needed to better reflect the massive changes seen across the category in recent years. With the products in place to battle against competitors, a more flexible design system was required to further help with differentiation. B&B Studio built the new design architecture around product type and occasion, leading to subtle design changes across some ranges.

The Yeo Valley Organic logo itself also underwent small alterations. For instance, it retained its hand-drawn typography and heart shape but opted for a more ‘sympathetic green’ type colour.

Its Kefir and Greek Recipe ranges, meanwhile, were felt to require greater changes, including new names and a complete design overhaul. This led to the use of more abstract illustrations that focus on communicating a strong sense of humour.

Sarah Mead, brand editor at Yeo Valley Organic, says, "For 30 years, Yeo Valley Organic has been a proud advocate of regenerative organic farming and sustainable practices. Our new packaging design reflects our forward-looking approach while staying true to our values. Our new design system enables us to effectively broaden our offer, giving people more of what they love about Yeo Valley Organic.”

Results since the brand’s relaunch in March 2024 indicate a 60% uplift YoY, while potted Kefir and drinking Kefir experienced big growth (30% and 90% YoY respectively).