Yango Deli needed an emotional, memorable identity for the Israeli market that could carry functional benefits, promotions and partner activations, and unify the brand’s visual communication across every channel. It also had to speak to young families as the primary audience, beyond the young single tech professionals of central Israel, while keeping the signature yellow, logo and font.
We were looking for one instantly recognizable symbol of superiority, trust and expertise, and found it in the star, which people naturally connect with the highest standards, from five-star hotels to gold-star service. It let Yango Deli present itself as a five-star service and the rising star of Israel’s supermarket industry.
Stars can feel distant and overused, so we created one that is warm and unmistakably Yango Deli’s own: the Flying Squirrel Star, a flying squirrel whose outstretched body forms a five-pointed star. It brings together the speed of the service, a character families can love and the promise of five-star quality.
The concept was not rolled out after a change in the company’s ownership.
