Georgia Watt

CLIENT

Onima (prev. Yeasty)

BIG IDEA

From Waste to Wonder

DETAILS

Brand Strategy
Visual Identity
Landing Page
Brand Video

TEAM

Creative Lead: Vicky Rojo
Strategist & Designer: Georgia Watt
Designer & Video Editor: Montserrat Llerena
Designer: Danny Crossley

Challenge

To transform a company with one ingredient into a brand changing the future of food.

Insight

Onima unlocks the potential of ‘leftover’ waste, such as brewers yeast, and transforms it into something incredible.

Solution

From Waste to Wonder: an identity that sparks amazement and curiosity, imbued with movement, colour gradients and endless opportunities for expansion through a flexible design system crafted for a 'branded house' architecture.

RESULTS

The new name Onima, a reversal of 'amino', conveys the health-focused mission of the company. Brand strategy including tagline, manifesto, personality, behaviours, mission and vision statements, and a reimagined brand architecture. Visual identity including logomark. Brand assets including landing page and brand video. Brand guidelines, including design guides and actionable recommendations for implementation, and a suite of examples.

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BRAND STRATEGY | RESEARCH & UNDERSTANDING (AUDIENCE, MARKET, LANDSCAPE)

After a strategy workshop with key stakeholders of the business, we seperating brand from ingredient and re-framed the problem that they were each solving in the world. By treating them as separate entities, it became easier to think about and establish a clear brand architecture. We then looked into the market, identifying opportunities for Onima to stand out.

strategy workshop with founders discussing what / how / why

slides from insights deck

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BRAND RESULTS | FROM WATE TO WONDER

We are Onima. Where other people see waste, we see wonder. We seek opportunity in what others deem obsolete, starting with brewers yeast. We have tailored unique technologies that remove the bitterness from the raw product, and in doing so transform it into fantastic super-ingredients. Tasty, nutritionally complete and versatile, yeast has the power to change the future of food.