Ah, our old friends Yeo Valley, or ‘Yeo Valley family farm’ as we must now call them. This story has always been true, but as recently as October 2010 I commented on the previous new design, heading into major brand/high impact/low emotion territory just as everyone else started bearing their authentic souls. Resistance was clearly futile, so now Yeo Valley will be wearing its heart on its sleeve too. A more subtle part of the design change is the playing down of ‘organic’ to a chatty ‘by the way’ claim, as this has become a fairly toxic word in the UK, meaning ‘expensive’.
Takeout: a brave attempt to swim against the tide didn’t work, showing the sheer power of the ‘no factory’ wing of the authentic trend we’re in at the moment.