A new chapter coming soon:
Building a Multigenerational Gummy Brand

Brand Strategy | Brand Repositioning | Brand Architecture | Brand Identity | Packaging Strategy

YUPI is one of Indonesia's most recognisable gummy confectionery brands, with a strong heritage among generations of consumers who grew up enjoying its products.

Komunikasia Cato Brand Partners was engaged to help shape the next chapter of the brand: evolving YUPI beyond its traditional association with children's confectionery towards a broader, multigenerational brand with opportunities to connect with both existing and new audiences.

Our scope encompassed a comprehensive brand strategy and repositioning programme, beginning with brand discovery, market and competitor analysis, and the development of a future-facing brand positioning. This was followed by brand architecture recommendations, the development of distinct brand expressions for different consumer segments, and the translation of the overarching strategy into visual identity, brand language and packaging directions.

The project aims to establish a more cohesive and flexible brand foundation, allowing YUPI to build on its existing brand equity while creating opportunities for future product and category expansion.

Project status:‍ ‍
Strategic and creative development completed. Public disclosure of the resulting work and creative outcomes is currently subject to the brand's launch schedule.