Kyiv, Ukraine-based graphic designer Kat Sova specializes in packaging and branding design. Creating modern, simple and timeless designs, Sova aims to inspire and motivate people while leaving a lasting impression. The designer was commissioned to create a capturing visual identity for Yang, a new manufacturing brand focusing on plant-based foods.
With an overall clear, friendly, and youthful message, Yang draws attention with a bold, daring identity while bringing the product to center stage
Yang is a Ukrainian plant-based health foods manufacturer of affordable and healthy snacks for those who value their time and health. Sova’s task was to develop a capturing packaging design that will be aligned with the brand’s values, attracting plant-based consumers while broadening the possible audience. The style feels fresh and bold and easily stands out among the competition with its cobalt blue visual identity.
The brand’s tone of voice is based on the importance of equal communication with respect, while also being emotional, modern, and honest, with a dose of edgy, savage humor. Yang – from yin and yang – is the symbol of the creative unity of opposites in the universe. The scripted type logo is accompanied by an illustrated eye that draws the viewer’s attention and embodies the brand’s message of the importance of communication, building a relationship with the consumer. The eye illustration is repeated in a pattern across the packaging, in various colors signaling the different types of products. With an overall clear, friendly, and youthful message, Yang draws attention with a bold, daring identity while bringing the product to center stage. The simple square paper packaging, with a cutout in front that showcases the food inside, allows for its natural colors and textures to bring contrast and interest to the design.
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