Client

Yoki is a Brazilian brand that initially focused on cereals and farinaceous products. Today, it operates under General Mills, the world’s fifth-largest food company. Over the years, Yoki has grown its product range beyond its original offering, now providing spices, popcorn, beverages, desserts, and more. Among these new additions is Yoki Mais Vita, a brand committed to offering healthy, nutritious food.

Project Goal

Although Yoki Mais Vita had already become a leader in the soy-based juice market, General Mills identified an opportunity to further expand the brand’s presence by reinforcing its focus on health. To do this, they sought to broaden the product portfolio, necessitating a complete brand overhaul.

Solution

The project began with comprehensive market research, analyzing visual trends, competitors, and consumer behaviors to define what "health" means to modern consumers. For deeper insights, RAFDesign partnered with Provokers Brasil, who conducted ethnographic studies and collaborative workshops to develop brand concepts rooted in authenticity and well-being.

RAFDesign translated these concepts into three distinct visual directions, which were tested through qualitative research. The final design path embraced a natural and elegant aesthetic, aiming to reflect both the origin and quality of the ingredients.

The chosen packaging design incorporates warm earth tones and wood-like textures, evoking a sense of connection between nature and the consumer’s table. A food stylist carefully curated the presentation of fruits, grains, and cereals, ensuring every image captured the ideal angles, cuts, and arrangements to emphasize the appeal of the ingredients. This visual storytelling reinforced the brand's new tagline: "Nutrition Full of Flavor."

Results

The rebranding culminated in a vibrant and cohesive new product line that commands attention on shelves and resonates with health-conscious consumers. The launch included over 45 new SKUs, featuring a variety of products such as soy milk, whole grain crackers, oats, grains, flours, and an extended range of juices.

Yoki Mais Vita’s revitalized identity not only strengthened its market presence but also positioned it as a brand that successfully combines nutrition with indulgence—delivering health with flavor at every bite and sip.