Yóu Yóu Brand Development • rachel ching

Cook with Yóu Yóu
Brand Development

studio/ company - Hype Asia (in-house digital designer)
responsibilities - Art Direction, UXUI, Social Media Visual Content, Video Shooting and Editing

introduction
Yóu Yóu is a DTC brand that sells premium Tea Seed Oil, an oil that has been used in China for 2000 years. It is a healthier option for Asian and high heat cooking as it has a high smoke point. It also has a netural flavor which won't affect the taste of the dish. Yóu Yóu is also here to share Asian culture and recipes.

challenge(s)
As the sole designer in the company, Yóu Yóu had just launched and in need of marketing materials i.e. Ad assets, social media content planning and creation and product videos. One of the biggest challeges was planning and executing monthly social media content in a tight timeline. Also as the previous website was not imformative enough for people to understand the product, I also took on the role to revamp the UXUI for the brand website.

execution
In order to interact with our audience on social media, I have created filters, memes and cultural education content for Instagram. With this approach we aimed to be relatable and informative.
As for the website we optimised the homepage to walk the users through the benefits of the product and drive conversion.

view website: cookwithyouyou.com

UXUI

The original website contained mostly images which didn't show the benefits of the product.
I hosted a design sprint within the team and we also did a survey to understand how users perceive our website.
Below are the key takeaways:

1. a more netural backagrund for text heavy section
2. dedicated section to talk about benefits of Tea Seed Oil
3. CTA button should be visible and accessible enough to drive conversion
4. develop on brand graphics to support USPs

Previous Website