Yeli is an Ecuadorian tuna brand whose products are exported arround the globe. Yeli offers a wide range of products derived from tuna and other seafood.
This project started in 2014 and recently this year has saw the light. The challenge was to change enterely all the integral aspects of the brand, starting from the logo, going through the entire labeling system and end up with the communication campaign strategy.
During the long development time of this project and due to various situations with the organization itself, the final design of the packages (what you will see in a supermarket rack) has varied a lot, however I want to present them as they were conceived in their final development.
I hope you like it.
Early logo stages.
First strong proposal, declined by the client.
New font selection.
Labels and packaging system.
Brand development.
Sketches.
In this project also participated: Melissa Andrade, Renato Ledesma, Carolina Moscoso, Jeyko Caicedo y Cristina Jaramillo as developers in different stages of the process.
