The objective: To create a new brand of wholesome, fresh, chilled soups for Germany, where there is currently no such commercial product in the market. The concept: The Yes Please brand name supported by ‘filling you with happiness’ and ‘good food for busy people’ straplines. The identity uses hand-drawn character illustrations, typography and emotive language to communicate the comforting appeal and ‘yumminess’ of the product. The market for the soups was German men and women over 30 who have busy lives, particularly working mothers.
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