Explore the authentic and joyful branding and packaging design for Yim coconut water by Billur Eda Bilgi.

Branding and packaging design play a crucial role in connecting with consumers, especially in a crowded market. The visual identity for Yim coconut water, as explained by designer Billur Eda Bilgi of The Working Assembly, offers a look into how design can embody a brand's core values. Founded by two Italians in Thailand, Fede and Marco, Yim was born from a need for natural hydration for their families, seeking an alternative to products with artificial ingredients and added sugars. Their goal was to create 100% natural infusions that families would genuinely enjoy and look forward to. This led to the concept of "Daily Yim," a practice of starting the day with clarity and well-being.

The challenge was to create branding and packaging that captured the essence of mindful hydration and communicated Yim's commitment to quality ingredients in a market full of health claims. The new brand identity needed to educate consumers on the importance of mindful hydration.

Yim's updated branding is built on authenticity, mirroring its natural ingredients. The visual elements feature lo-fi, unposed photography, aiming to reflect the clarity achieved through proper hydration. A subtle nod to hydration is present in the logo: the "Y" in Yim extends into a teardrop shape, forming the tittle of the "i". Eda also points out a small smirk integrated into the tail of the "Y," referencing the Thai meaning of "Yim," which is "smile."

The typography for Yim's headlines takes inspiration from street market sign-painting, honoring the origin of the brand's ingredients. The color palette draws from the vibrant, natural colors of fruits like mangoes, pineapples, limes, and passion fruit. Since coconut is a primary ingredient, the packaging design uses a coconut cream base color, accented with a corresponding color for each flavor.

Fruit imagery on the packaging is treated with a flat photocopy effect, creating a dewy, bubbly look. Stamps reminiscent of fruit stickers are used as an educational element to highlight product benefits, adding a handcrafted feel to the branding. Texture is used throughout the design system, aiming to evoke a sense of trust and expertise. The resulting branding and packaging design creates a joyful visual experience that communicates the positive impact of mindful hydration on daily life.

The branding and packaging design artifacts showcase the vibrant colors and authentic feel of the Yim brand. Images display the packaging in various contexts, including alongside fresh fruit and in lifestyle shots. The use of bold fruit colors and the subtle design details like the water droplet and smile in the logo all contribute to a cohesive visual identity. The overall design system, with its combination of photography, typography, color, and texture, effectively tells the story of Yim and its commitment to natural, mindful hydration.

The branding and packaging design for Yim successfully translates the brand's mission into a compelling visual language. It’s a great example of how considered design can elevate a product and communicate its value effectively to consumers.

Explore more of Billur Eda Bilgi's work: Billur Eda Bilgi

Branding and Visual Identity Artifacts