Client

Yoki is a Brazilian brand that began as a cereal and farinaceous company, founded by Japanese immigrant Yoshizo Kitano. Over the years, the company expanded its product range to include spices, popcorn, beverages, desserts, and more. Today, Yoki is owned by General Mills, the fifth-largest food company in the world.

Project Goal

Yoki needed to redesign its oat packaging, which had become outdated and failed to communicate the natural qualities of the product. Despite having strong shelf presence, Yoki’s oats were struggling to compete in the market, losing sales to competitors with more modern and appealing designs.

Solution

The redesign aimed to highlight the natural essence of the oats, making them look fresh and appetizing on the packaging. To achieve this, I collaborated with photographer Fernando Mafra and food stylist Dirce Satiko Ito, focusing on optimal lighting and composition to present the oats at their best.

A key challenge was the use of Yoki’s signature yellow packaging. While the bright yellow gave the product strong shelf impact by creating a bold visual block, consumer research revealed that it diminished the perception of quality. The vibrant yellow was eye-catching but lacked the appetite appeal necessary for a product like oats. It unintentionally conveyed associations with artificial or citrus-based foods—undermining the natural feel the brand wanted to convey.

To address this, I refined the color palette. I adjusted the yellow by incorporating magenta, softening the brightness while retaining the boldness that Yoki is known for. This subtle change made the packaging more appealing, without sacrificing its visibility on shelves.

To address this, I refined the color palette. I adjusted the yellow by incorporating magenta, softening the brightness while retaining the boldness that Yoki is known for. This subtle change made the packaging more appealing, without sacrificing its visibility on shelves.

The new design successfully balanced shelf impact with appetite appeal, revitalizing the oats’ packaging to better compete in the market. The project also garnered industry recognition and was featured on  DesignRush.