Initiative to create a home-brand for the launch of habitat by honestbee. We worked closely with the CEO to craft out an in-house brand born out of a locally (Singapore) handcrafted ingredient; salted duck egg yolk. We created an in-house brand called 'YaYa’ that comes from the mandarin word for duck - 鸭 (Ya). The goal of the brand was to be an extension of honestbee’s mission statement - to help out the little guy.
In order to preserve and share the flavours of Singapore, honestbee would source out local producers of salted egg yolk snacks and sell them at habitat under the YaYa label. During Habitat’s opening month, the two variants of Yaya (Potato chips & Fish Skin) were both best sellers.
Concept, Illustration & Art Direction -
Olivier + Raghav + Yu Jing
Social content -
Neville + Wayne
Digital campaign & social media content