Yalda

Through this process of creating a rebrand for them, I would need to trust my intuition over turning to the founders for suggestions. They needed my artistic vision, but I needed assurance that I was representing them correctly. The way I was able to overcome that hurdle was to turn to studying the customers and connecting all the interactions and remarks that made shoppers gravitate towards Yalda. Through this approach, I quickly learned that customers would use the products as an addition to their morning experience with Musli being a common breakfast choice among Berliners, which is fruits along with other ingredients to enhance the yogurt bowl customers would create to empower the first hours of their day. 

This later led to the yogurt bar proposal, where Yalda can fit into the Berlin experience of allowing customization of their yogurt serving through a layering of fruits and nuts. The night vibe of Yalda would shift into offering fermented, concentrated fruit syrup that would invite a younger audience to feel tipsy on a healthy treat.