The 'Yellow' brand is a nation wide convenience store, located in petrol stations across Israel. When 'Yellow' decided to launch its private label, a decision was made to concentrate on light and healthy on the go treats which would provide light hearted humor for the road. Sliced fruits, nuts, yogurt drinks, fruit drinks, muesli, fruit salad and such…
The objectives were, to create a graphic language using the goat as light hearted humor for a much needed break when you're on the road.
The goat image (a.k.a 'The IIZA') is a continuance of the advertising campaign which lunched the brand, based on a Hebrew gag. 'A goat was dropped on me' e.g. To be asked to get milk when it is raining. Yellow as a nation wide convenience store is the place where you can 'drop all your goats' easily and hassle free. The design includes different verbal gags, word games and jokes that are based on 'everyday' Hebrew, unfortunately the humor does not translate into English.
The 'Yellow' brand is a nation wide convenience store, located in petrol stations across Israel. When 'Yellow' decided to launch its private label, a decision was made to concentrate on light and healthy on the go treats which would provide light hearted humor for the road. Sliced fruits, nuts, yogurt drinks, fruit drinks, muesli, fruit salad and such…
The objectives were, to create a graphic language using the goat as light hearted humor for a much needed break when you're on the road.
The goat image (a.k.a 'The IIZA') is a continuance of the advertising campaign which lunched the brand, based on a Hebrew gag. 'A goat was dropped on me' e.g. To be asked to get milk when it is raining. Yellow as a nation wide convenience store is the place where you can 'drop all your goats' easily and hassle free. The design includes different verbal gags, word games and jokes that are based on 'everyday' Hebrew, unfortunately the humor does not translate into English.