Indulgent & Healthy on the go

Different by nature. Distinctive by design.

Together with four partners, Theo developed Y-yogurt as an entrepreneur: a pilot store concept bringing freshly made yoghurt to one of Utrecht’s busiest locations, near the central station.

The ambition was to create something that set us apart from both the food-to-go options around the station and the yoghurt brands found on supermarket shelves.

Y-yogurt offered rich, creamy yoghurt with a wide choice of healthy and indulgent toppings. A premium product, freshly prepared and available at an affordable everyday price.

Even the name had a story to tell, reflecting the farmer’s commitment to animal welfare and the craftsmanship behind the product.

With just 10 m² of retail space, every detail had to work hard. A distinctive brand identity, vibrant communication style and appetising photography helped the concept stand out in a busy environment and communicate its premium quality.

As one of the partners, Saskia Vermeulen (Saswerk) developed the brand identity and communication, store design Jeroen Elfering and photography by Willem Groeneveld.