Yon

Contributed by Ticiana Albuquerque of Curitiba-based Saad.

Yon identity design

After achieving success in the business-to-business market, Nastek — a leader in Brazil in high performance data communication systems — started its journey into business-to-consumer (B2C) sales by launching a line of trackers to fulfil various demands. The need to create a brand that truly speaks to its audience is much greater in the B2C market when the relationship between company and consumer is much closer and more personal. The importance of this connection is even greater when the product carries the emotional appeal of trackers, where even though they’re electronic devices (and tend to have an inherent coldness), the character of its use relates directly to care, safety and quality of life, especially in Brazil with the country’s alarming violence rates.

That said, Nastek’s intention is to launch a line of trackers that differ from everything already on the market. With excellent signal levels, long life batteries, extremely reduced sizes, and pretty and functional design, Yon has been created to revolutionise the market so that Nastek consumers will have everything and everyone they love within sight, even if at a distance.

The project that originated the brand is supposed to fill a gap left by competitors in the niche: none of them positioned their products in a personal, close or friendly manner. The chosen name, ‘Yon’, means distant but within sight. Short, direct, and easy to pronounce, it fits the strategy perfectly, bringing personality and poise to the brand.

Yon identity design

The brand identity has been developed under the concept of everything connected, pitching Yon as a flexible and dynamic brand, as well as suggesting movement, speed and connectivity, which are the main attributes of the trackers. The wordmarks are composed of the name Yon plus the respective complements, indicating the different uses: trackers for bikes, pets, senior citizens.

Yon identity design

Several coloured lines cross the wordmark and identity elements, connecting letters, words and images. The lines, the colours, and the simplicity of the wordmarks allow for a variety of brand applications without losing the overall identity, on the contrary, reinforcing its presence as a multifaceted brand.

Yon has overcome expectations even prior to commercial launch. The first product of the line, Yon Bike Lamp — a small tracker in the shape of a bike light — gained a lot of worldwide attention during the pre-order period from specialised press. The packaging differs greatly from competitors, inciting curiosity and adding value to the product due to its sophisticated nature, shown through the excellent finishing, the application of the brand in a unique manner, and its exclusive design.

Yon Bike Lamp started to be sold officially in July 2014.

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

Yon identity design

“If not for the branding project, we certainly would not be gaining as much worldwide attention as we are. The project led to a brand that is unique and full of personality.”
— Lauro Cruz, Nastek Technology director

>View more identity work on the Saad website.

4 responses

  1. Regardless of the meaning of the word YON, I think there could have been a more distinct or powerful name for this brand. Nevertheless, this is a very unique and meaningful branding program. It goes back to the roots of branding and that is differentiating the brand from the others. The packaging is unique, attractive and in line with the brand. I am curious though about the part of services branding. This may be a brand with great visual identity, but will the services rise to the challenge and sustain the vision or will they just sink it?

    Excellent job SAAD, excellent!

  2. Thank you, Radu D., so much for your kind words and input. It is actually what we attempt in every single one of our projects, to go deep in the roots of pure branding and distinguish the brands of our clients to the core of their essence, emphasizing their differentiating points.

    About the services, we can say that the company is also dealing with the implementation of a new branding project for the ‘mother-brand’. They are very much aware of the importance of delivering precisely what is being communicated. And they are absolutely apt to do so, since the communication was all done based on their essence and understanding of what they actually can deliver. It requires work – as everything good in life – but we believe they are on the right track.

  3. Well, not my job to do this, really but I will have to disagree on that matter. Even though it is a personal opinion of yours, I do not find anything dull in the identity. The colors, the principles, font, etc. are all dynamic and exciting (like a bike ride) and make a distinct brand identity. Non related geometrical figures, unrelated colors and fonts or a few circles placed on a photo do not count as an identity. At least not in my vision.

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