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Yim coconut water was founded by two Italians, Fede and Marco, raising their families in Thailand. Their journey to mindful hydration began with a realization: The lush vibrance that drew them to the tropics, where heat and humidity are a constant reality, were leading to chronic dehydration that took its toll on their kids and their busy work schedules. Disheartened by the artificial ingredients and added sugars in other hydration products, Yim set out on a journey to create 100% natural infusions of electrolytes, fruits and minerals that families would not only drink, but look forward to. Yim welcomes you to join us in practicing Daily Yim: an opportunity to start each day with a clear mind, sound body, and overall sense of well-being.

Billur Eda Bilgi, designer at The Working Assembly, explains that Yim was in need of packaging and a visual identity that captured the essence of mindful hydration. In a market oversaturated with products boasting health benefits, Yim was setting out to make a difference with a product that truly delivered on its promises. Eda emphasizes that it was essential for consumers to recognize Yim’s commitment to using the finest ingredients to create a product that would genuinely benefit its community. The new brand identity needed to have an educational aspect and effectively communicate why Yims mission of mindful hydration was so important.

Yims new brand identity is as real as its ingredients. Authenticity serves as the foundation for all the visual elements. Lo-fi, unposed, and spontaneous photography portrays the clarity that emerges from overcoming the mental fog and emotional lows caused by dehydration. A subtle water droplet is hidden in the Yim logo. The Y extends into a teardrop shape to form the tittle of the i, reinforcing the brands focus on hydration. Eda highlights another subtle detail in the new logo: A cheeky smirk is incorporated into the tail of the Y, a nod to the Thai meaning of Yim, which is smile. Yims headline font, inspired by sign-painting typography from street markets, honors the roots of the brand’s high-quality ingredients. The color palette draws from the bold, natural hues of fruit, from luscious mangoes and pineapples to juicy limes and passion fruit. Eda notes that since coconut is the core ingredient for all Yim products, the packaging is grounded in a coconut cream base color, with each flavor accented by a corresponding foreground color. Fruit imagery on pack is treated with a flat photocopy effect, embodying the dewy, bubbly effect of fruit submerged in water. Stamps that hearken back to fruit stickers act as an educational tool to convey product benefits while adding a layer of craftsmanship to the brand. Texture is applied throughout the system, evoking a sense of trust and expertise that can only come from seasoned professionals. The resulting brand identity is a joyful visual world for Yim that clearly communicates the transformative impact of mindful hydration on everyday life.