Yay is a revitalised Sydney ice-cream brand, aimed at the joyful ‘fun’ end of the market. Formerly known as Habour ice-creams, the business had become tired and lacked a distinctive voice. We were commissioned to bring a joyful vitality back to their offer.
In a market where companies are jostling for clients, clarity is key. We started by changing the name to Yay, which set the tone for the identity and website. Deceptively simple, colours vibrate, the copy is uplifting and the marque shifts playfully, reflecting the energy of the brand.