Yeo Valley’s new design raises some interesting questions about brand symbolism. Unlike Nature Valley or that tended by the Jolly Green Giant, Yeo Valley really does exist, and is very much part of the true story behind the UK’s biggest organic dairy brand.
The problem is that valleys don’t make very powerful brand symbols (being neither unique nor simple), and prove hard to manage when most of your packaging is round.
The new drop may not be the most ownable of symbols, but on shelf it does provide a strong focus for the pure and simple message of the brand.