YIDI / Studio concept
YIDI is a squeezable soy sauce concept. We created the name, identity, bottle and label concepts for Original, Sweet, and Heat.
See the thinking
Make a soy sauce bottle that looks as easy to use as it is to recognize.
Naming, a wordmark and character, bottle and label concepts, and three-flavor packaging.
The idea
We started with a squeeze bottle, then built a soy sauce brand that would feel at home in an everyday kitchen.
The drop character links “One drop. Big flavor.” to the way the bottle works. It gives the brand a friendly face with a reason to be there.
The identity
YIDI (say “yee-dee”) takes its name from 一滴, Mandarin for “one drop.” That gave us the smiling drop character and the line “One drop. Big flavor.”
Broad curves keep the lettering friendly. Yellow brightens the label, while plum ties the logo, drop character, and cap together.
The bottle
The rounded bottle and narrow cap make the squeeze format visible before you read the label.
A clear bottle lets you see the sauce. The plum cap repeats the label color, so the bottle and branding feel like they belong together.
The packaging
The name and “Soy Sauce” tell you what you’re holding. The character adds a little personality, and the colored band identifies the flavor. The longer copy sits around the sides.
On a curved bottle, the name, product, and flavor need to stay in view together. The wrap shows how we placed them.
Scroll to see the label wrap around the bottle.The range
Pink for Original, green for Sweet, red for Heat. The bottle, cap, and yellow label stay the same.
The shelf
Yellow labels and plum caps repeat across the shelf. The colored bands give each flavor a clear place in that group.
From a few steps back, can you spot YIDI and tell the flavors apart? That’s what this mockup helps us check.
Illustrative shelf mockup.
The wordmark, product name, drop character, tagline, and flavor.
The brand story, ingredients, and other product details.
Bottle shape, plum cap, yellow base, wordmark, character, and label layout.
The flavor name and its pink, green, or red band.
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