Yolélé

Introduction to the project:

Our project with Yolélé focused on expanding Pentagram’s branding and creating “brand commerce,” a term we use to describe a strongly personalized e-commerce website that provides more than just product listings.
Our aim for the navigation was based on two types of users: newcomers who are discovering Fonio, Yolélé’s main product, for the first time; and returning users, who are already familiar with the product and the website.

For newcomers, the journey we envisioned started from the product itself, presented in a colorful clock wheel on the website’s landing page. For returning users, we wanted them to find strength in the brand commerce with additional resources to purchase, and like recipes and blog posts.

In conjunction with the website launch, a number of other print and digital communications—particularly an article on the New York Times—as well as more structural actions, such as distributing the product in Whole Foods, took place. The campaign was definitely well received, as the conversion rate for the website’s cart stood at a staggering 60 percent after the first month of release.

To see the full project 👉 https://yolele.com/