Yeo's unveils new sleek and modern logo and packaging

Asian food and beverage company Yeo Hiap Sing, better known as Yeo's, has unveiled a new logo and product packaging design that celebrates its rich brewing heritage and how it uses simple, authentic Asian ingredients for its beverages.

According to Yeo's, the sleek, modern new look is designed to better connect with consumers of all ages, while continuing to feature authentic Asian ingredients such as Yeo’s signature chrysanthemum and soy milk. The beverage range also invites consumers to “taste with their eyes”.

Don't miss: Yeo's and FairPrice launch special edition cans with quirky characters

The new packaging is gradually being rolled out across the group’s key markets including Singapore and Malaysia from this month onwards. A fully integrated social media, advertising and in-store communications campaign will be activated this month to promote the new design.

Yeo’s said in a statement that while the design of its packaging and logo have been refreshed, consumers can still expect the same delicious taste from its extensive portfolio of ready-to-drink beverages. Its drinks are brewed entirely from wholesome and quality crops, without preservatives.

Yeo’s chief marketing officer, Ang Chong Lee said, “As the pioneer of authentic Asian drinks, we take pride in our rich heritage of creating beverages using premium Asian ingredients that serve communities looking for healthier refreshments that are also delicious.

Ang added that the latest look and feel strikes the perfect balance between tradition and innovation. “By thoughtfully showcasing the authenticity of our ingredients, we celebrate and preserve our drinking culture while appealing to today’s modern consumers,” he explained.

The redesign, Yeo’s statement said, also aims to reflect the simple and wholesome ingredients that go into each brew. In addition to being made from natural botanical ingredients, Yeo’s beverages have also seen a lowering of sugar content as a new generation of consumers become more health conscious. They have been consistently graded A or B on the Nutri-Grade labelling system, introduced by the Ministry of Health and Health Promotion Board to guide consumers to identify and choose beverages lower in sugar.

Earlier this month, Yeo’s also launched two new drinks with quirky character illustrations in collaboration with the FairPrice Group to commemorate the supermarket's 50th Anniversary.

The collaboration included a new snow chrysanthemum tea and a lychee drink with bits of aloe vera in special packaging that feature Singlish speaking characters as well as the FairPrice 50 logo.

“The design draws inspiration from the vibrant 1970s Singaporean illustration style, infusing a sense of nostalgia and cultural heritage into the packaging,” said Jennis Tan, general manager of Yeo’s Singapore.

According to Tan, Yeo’s wanted to showcase the best of Asian flavours when coming up with the new drinks. It also wanted to create packaging that tapped on the brand’s cultural heritage while resonating with local consumers.

Creative agency The Brand Fellows worked with FairPrice and Yeo's on the new cartoonised packaging that is a marked departure from the traditional Yeo's packaging that includes pictures or illustrations of the drink's key ingredients at the forefront.

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