GFS was the first company to bring berry concentrate teas to the Ukrainian market. The beverages were produced under the Gulfstream brand name, but the design of each line was very different, which made it difficult to identify the brand. Together with the client, we decided to develop a new brand that would combine all positions.
Fabula Branding has researched the market, consumers and trends. The core target audience are people who appreciate the quality and naturalness of products, but do not want to spend a lot of time cooking. The agency focused on them when developing the positioning “Created by nature, improved by us”, which presents the brand that preserves the benefits of products and makes them more convenient.
Berry tea is associated with positive emotions, health and relaxation. They are all put together in the fancy name Yogoda — a vivid combination of the words ‘yoga’ and ‘berry’ (‘yagoda’ in Russian). The logo was made by breaking the name up into three typographic blocks. The last syllable, highlighted in color, translates into a positive message of ‘Yes!’
Fabula Branding combined three product lines — Sugar Free, Immunity and Classic — into the new brand and differentiated them by color. Navigation within each line is facilitated by brightly colored bars and photos of the beverage ingredients. The versatility of the solution makes it easy to brand new brand positions.