Youbio
Youbio emerged as a new organic food brand from Adams Vision, a company with extensive experience in natural products retail in Romania. Following the increasing consumer interest in “bio” products, the goal was to create a brand that would resonate with this demand and stand out in a category where perceptions and expectations are still evolving.
We developed a positioning rooted in what the “bio” universe means to the target audience, aligning it with the market and consumer insights to shape a relevant brand identity and packaging design system.
Strategy
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We started with the analysis of the bio products category from the consumer, market and competition perspectives, aiming to understand the spontaneous associations it generates and how these translate into expectations regarding the attributes and benefits of brands in this category. Inspired by consumers’ desire to find fulfillment and to be kinder to themselves — so that, in turn, they can show kindness to those around them — the brand tagline “Good to You” acts as both a promise and a reminder that self-care is essential in turning their aspiration for a better world into reality.
Name & Logo
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The name Youbio, created by joining the words “you” and “bio”, reflects the brand idea while simultaneously establishing a clear connection with the organic product category. Drawing inspiration from the sun, as nature’s benefactor and direct influence on human wellbeing, the logo combines the sunrays with stylized leaf shapes and a custom wordmark to create a friendly, solar symbol that radiates warmth and optimism.
Visual Language
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The visual style uses vivid colours, organic illustrations of natural elements, and imagery featuring people in sunlit, natural scenery to create an atmosphere of wellbeing and vitality that aligns with the brand promise.
Packaging Design
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Using a simple grid structure, the packaging design ensures both consistency and flexibility in adapting the main visual elements — colours and organic illustrations of the natural ingredients — to a wide range of products, packaging types and formats. In this regard, the logo on the packaging is protected by a round-shaped brand device that adapts to the main colours, ensuring visibility and recognition on competitive store shelves.
