Yiju!
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Snack helado
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The story begins with a Mexican who used to sell iced fruit popsicles.
In order to make them more nutritious he would choose just natural ingredients,
and made all children happy, no matter whether they were big or small.
Yiju!® is a Mexican traditional iced snacks brand with iced treats made from natural products –the way it used to be done back in the day– which take us to our childhood days with its lifelong taste.
It is precisely that nostalgia for our childhood the narrative base for Yiju! (formerly Jimlo). In order to completely redesign their identity we employed all of our childhood memories: toys’ colors, songs, proverbs and popular sayings; the traditional hand-lettering shop signs for the logo, the joy and jolliness of an exclamation for the name.
Yiju!® is not enounced; it is chanted, sung and celebrated. It is a joyful exclamation, unique in each mouth and which unequivocally puts a smile on the face of everyone who says it. Let’s see, try and shout it.
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A piece of México’s culture
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In the process of the creation of the identifier we decided to pay some visits to some of the traditional ice-cream parlors of the neighborhood and we realized they were signaled or labeled by hand-lettering, which we took as main reference for the creation and strokes of the logo.
Traditional ice-cream
to make the child in us happy
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Each product carries a piece of Mexico’s history in its essence; through rhymes, songs, adages we named iced popsicles, ice-creams and iced treats; after that we created calligrams as a calling card for the product in each package.
The color palette takes as inspiration baleros (cup-and-ball toys), tops, luchadores (lucha libre wrestlers) figurines, toy cars, dolls and other traditional Mexican toys.
