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Brand · 2024

YAYA

YAYA illustration of a café table spread over the bold YAYA wordmark on yellow
Client
YAYA
Year
2024
Role
Creative direction, identity, photography
Services
Creative direction, Visual identity, Packaging, Environmental graphics, Photography

Overview

A café where everyone gets to be a kid again.

Brandwith team members led creative direction and photography for YAYA, an all-day café in Thessaloniki serving sourdough schiacciata sandwiches and coffee.

Creative direction and photography: Brandwith team. Illustration: Adamantia Chatzivasiliou.

01 / The challenge

What needed to change

YAYA means grandmother in Greek. The brand had to carry her warmth and unconditional acceptance without the dated 'traditional' imagery common in the Greek market.

YAYA poster with line illustration of sandwiches and produce on orange

02 / The approach

A clear idea to build from

The grandmother is never shown. She is felt through a playful voice, 'for The Kids', and loose line illustration that invites everyone to feel free again.

03 / The system

Designed to work everywhere

A heavy YAYA wordmark, hand-drawn illustration, stickers and stamps run across windows, cups, wrapping, juice labels, posters and apparel.

YAYA poster with line illustration on pale yellow
YAYA storefront window with illustrated sign and opening hours
YAYA window graphics: Slowly prepared, swiftly shared
YAYA counter graphics with line illustration of the kitchen
YAYA illustration on a white column in the café
YAYA allergy notice in the café window
Stack of YAYA takeaway cups with illustrated stamps
YAYA takeaway cup with illustrated mark
YAYA takeaway cup in a pool of light
YAYA illustrated sign at night
YAYA brownie on branded wrapping paper
YAYA apparel detail: & coffee, for The Kids
YAYA wordmark on black apparel
YAYA Mavili official kickoff poster on green
YAYA sticker set with hand-drawn phrases
YAYA illustrated labels and stickers
YAYA juice bottle with illustrated label on blue
YAYA orange juice bottle label on blue
YAYA orange, carrot and lemon juice bottle label on blue
YAYA napkins with illustrated marks

04 / The outcome

A system built to last

A bold, joyful identity that lives across two neighbourhood cafés and every object guests take away.

View original source

Project source: giannisgougoulias.com