From a Penguin Mark to a Color System: Yani Vitality's Brand Identity Overhaul

Challenge

Yani Vitality has been operating for more than two decades, growing from prenatal and lactation nutrition products into a full range of health supplements for women, men, and every age group, with markets expanding from Taiwan into Hong Kong, Macau, Singapore, and China. As the brand's story and positioning kept growing, its existing identity system could no longer carry the warmth and sense of companionship the brand wanted to express, and it needed a system that could distill the brand's core again while supporting a much wider range of future applications.

Goal

Through a brand workshop, first work with the Yani Vitality team to clearly articulate who the brand is and who it serves, establishing its vision, mission, and core values. Then translate that brand spirit into a concrete, memorable visual identity that could extend across every application, including the logo, standard colors, supporting graphics, and a complete identity system guideline.

Approach

1. Worked with the Yani Vitality team through a brand workshop to clarify the brand vision, 'Leading with heart, always by your side, embracing health inside and out,' establishing sincerity, health, and trust as the three core values guiding the identity design that followed.
2. Built the mark around two penguins nestled together, symbolizing companionship and care. The penguins' silhouette also echoes the shape of a tablet, connecting the mark to the supplement industry, and from it developed the standard colors, grayscale variants, and vertical and horizontal lockups.
3. Established Yani Vitality Green (Pantone 3245C) as the brand's primary color, paired with warm orange, warm yellow, and a grayscale support palette along with an abstract supporting graphic language, then consolidated everything into the CIS identity guideline and Company Profile.

Outcome

Yani Vitality now has a complete identity system spanning brand story, color system, and logo proportion guidelines, delivered as formal CIS identity guideline and Company Profile documents, giving the brand a clear, consistent visual reference from internal communication through to its public image. Howdy Creative has since continued working with Yani Vitality on strategy discussions around AI applications and a concept store, staying alongside the brand into its next stage.