CYAK Marketing and Brand Strategy
The Problem
Asia-based yak wool manufacturer CYAK sought to expand its customer base to U.S. brands and retailers. However, their branding approach did not appeal to the Western audience and their content did not have a purpose. The visual identity looked outdated and amateur, when the yak wool product (a cashmere alternative) needed to be marketed as a luxurious item.
The Solution
Team Members: Virginia Yi and Ivan Yip, Grass Jelly Design Company, LLC
Brand Strategy
Content mapping helped the client figure out what kind of content to produce, for what consumer, at what stage of the buying process, and on what platform.
Moodboards
Various moodboards of existing photos helped convey the new brand look and feel.
Visual Branding
A new visual identity was developed to target the high-end consumer, with examples for how to apply the branding to business collateral and packaging.
