Yello Vegen Egg

If you’re a vegan, egg’s are a versatile, nutritious ingredient that’s off the table. Yello is a vision of what a liquid vegan egg brand could be.

There were two reasons to do this fictional project. Firstly, there was nothing like this on the shelf in UK, only in the US. Secondly, what would happen if we put those problems through a Challenger Brand and Design Sprint workshop. Que, 5 intense days of frantic workshopping

The Sprint concept was tested and developed by Jake Knapp and the rest of the Google Ventures team (a side project of theirs was a little thing called Gmail). Their aim was to develop a process to understand, ideate, decide, prototype and test a new product in just a fraction of the time of what is accepted as the norm.

At Ape the team broke the week down to three key areas:

1. A skeleton version of our Challenger brand workshop
2. Brand name creation with implicit testing
3. Design and prototyping.

From the result of the naming workshop, Yello was born. Bringing together the colour of the product, ease of trademarking and a friendly approach.

The objective was to humanise the brand, adding colour and personality to the Mung Bean character, also called ‘Yello’. At the same time it had to sit comfortably along side dairy and egg products and communicate as a better vegan alternative.