Yes To Case Study: Real, up-close and face-to-face

Background

Yes To Carrots is an Israeli-founded company whose mission brings natural ingredient-focused skin care products to mass markets at affordable prices. After launching, the company took off quickly with immediate internationally distributed products which they rapidly expanded into new, separate lines, Yes To Cucumbers and Yes To Tomatoes. During this growth period, their brand and packaging experienced a series of evolutions. To address their success and open the brand to further line expansions, the company shortened its name to Yes To, Inc.

When Yes To came to Double Six Design, they handed us a spreadsheet of new SKUs to execute, anticipating a ‘simple’ product extension exercise. After assessing their current line and the intended line extensions, we saw that their communication hierarchy was not adequately communicating the benefit of each hero-ingredient. Further, product titles were buried in a sea of romance copy, complicating the brand experience for in-store consumers.

Objective

  • Address hierarchy architecture and communication challenges to better convey ingredient-focused benefits of each line at-a-glance.
  • Improve product differentiation on shelf at-a-glance.
  • Anticipate future growth of products and product lines with an architecture which could lend itself to expandability and adaptability to line and brand extensions.
  • Extend the total product offering to 20-30 products across multiple product lines, product categories, spanning multiple packaging shapes and delivery methods.
  • Oversee print production and set up printer expectations for brand consistency across many print vendors, packaging substrates and production techniques.

Before

Process

While many of our projects are very big picture brand work, this project was focused on nitty-gritty communication work. Oftentimes overlooked in brands that span multiple categories, details in communications hierarchy and content structure is a very important part of maintaining a cohesive brand presence for consumers, and is one of the most important aspects of the work we do at Double Six Design. For Yes To, we took a functioning brand system and turned it into a hard-working packaging system that communicates clearly to consumers and positively affected sell rates.

Every SKU type and product shape was addressed during our design assessment process. Doing so helped us anticipate all of the challenges and design constraints that might arise during the larger extension process. Once communication hierarchies and layouts were approved, we extended the designs to 20-30 initial SKUs for immediate roll-out.

Solution

Color bands were used to help create product line lock-ups that immediately communicated ingredient/benefit combinations to the consumer at a glance. We reduced the heavy amounts of copy from the original product facing panels and instead used a series of typographic treatments to guide consumers through: Ingredient, Benefit, Product name, Product modifier and finally Brand (or romance) copy. Establishing a consistent, extendable system is always priority one when designing a brand system with 30+ consumer-facing products.

Expansion

We are proud of the continuing 5-year relationship we have as Yes To’s package design partner with new designs and products worked into our workflow weekly.

With their recent addition of Yes To Naturals, the opportunity to move beyond their single-ingredient-focused skin care lines has expanded 5-fold. With the help of a strong brand name and the consistent brand system we created for them, Yes To’s product and on-shelf brand presence has stood strong against the rigors of broad category expansion, offering their marketing and product teams a flexible and adaptable system to build on.

Results

Since 2009 YesTo has achieved the following:

  •  Compound annual revenue growth of 25%
  •  Increased retail distribution into international markets, including Boots (UK) & Sephora (EU)
  •  Product expansion from about 30 SKUs to 200+ SKUs