Muesli delivery service goes for creative yet practical packaging design

The Yoosli website, a new online service that enables customers to create their own muesli mix, launched this month with a brand image enforced by packaging design that is both humorous and practical.

UK design agency Together Design designed the brand identity and e-commerce site for muesli start-up Yoosli – an innovative new online service that enables customers to create their own muesli mix from an array of over 65 quality ingredients.

Entrepreneur founder Markus Niemeier wanted to create a new way for people to buy muesli, enabling them to choose ingredients and have packs delivered to their door. In line with that vision, the central concept for Yoosli’s packaging design is personalisation, with emphasis on it being a joyful and creative mixing experience.

Together Design worked with Markus for almost 18 months to create the Yoosli name, branding, tone of voice, messaging, packaging, e-commerce site, animated movie and communications. The agency created the strapline ‘Individual muesli for individual folk’ and devised a cast of eccentric characters – Louis, Cassie, Flora, Neville and Bob – each of whom represents a different personality and muesli flavour.

The muesli packaging is a slim line box designed to fit easily into most letterboxes, making delivery to almost any location the customer chooses possible. In addition, every delivery is wrapped in plastic for extra protection during transportation. After delivery, the customer need only decant the product to his own container.

Fun graphics and splashes of vibrant colours help brighten the muesli packaging. Customers can see the actual muesli product they have chosen through a window on the front face of the box. For a seamless design, the window is positioned on the graphic of a cereal box, so it appears as though the muesli is already sitting waiting in the cereal box for customers to consume.

Yoosli also offers what it calls a ‘Tall Box’ to customers, which works as storage container for muesli. With this, customers do not need to decant the product from the slim line box to another container.

Markus Niemeier, founder of Yoosli, said, “It's been a great experience working with the team at Together Design. They’ve thought about the brand from every angle and helped to create something that’s both humorous and practical too.”

Together Design’s Creative Director Katja Thielen commented, “This is such a great idea for a business, so we were delighted to help make it happen. We were lucky to have a client who wanted to invest in the personality of the brand to get the message and spirit of the brand across.”

Source: Together Design