A wellness company

Yogi Tea had grown into two parallel brands. In North America and Europe, the product was the same, the values were aligned, but the visual language had fragmented over time. Lobster Phone was brought in to create a single global brand foundation. The goal was not reinvention, but alignment: to unify Yogi under one name, one system, and one point of view while honoring over fifty years of heritage and trust.

We began by establishing a clear brand strategy rooted in Yogi’s role as a global well-being company. From mission and values to voice, tone, and guiding principles, the foundation was designed to scale across markets while remaining human, warm, and present. This strategic work informed every visual decision, ensuring the identity could live consistently across packaging, marketing, internal culture, and future innovation. The guiding idea was simple: global when possible, local when necessary.

Visually, we redesigned the Yogi wordmark by returning to its origins. The new logo draws directly from the original 1970s lettering, refining its forms to feel calm, approachable, and contemporary. Subtle typographic details, including relaxed letterforms and a custom double-story “g,” reinforce a sense of connection and warmth. A unified color system led by Yogi Royal Red anchors the brand globally, supported by gold and cream tones that feel rich, grounded, and inviting across shelves and screens.

Beyond the logo, Lobster Phone developed a complete global packaging and identity system. This included typography, iconography, illustration, photography direction, holding shapes, and wayfinding, all designed to work seamlessly across North American and European markets. The result is a cohesive brand ecosystem that feels intentional and alive, one that supports Yogi’s evolution from tea to well-being and beyond, while finally presenting the brand as one unified global presence.