Yay Day
We brought the Yay.
Client: Yay DayOffice: London Summer 2025
⸻ The Challenge
A category full of worthy, joyless brands.
Digestive health issues affect millions of Gen X and Millennial Americans. For people trying to feel, look and perform their best every day, bloating, discomfort and irregularity quietly undermine how they show up in life. But the category was filled with functional, cautious brands that treated gut health as a problem to be managed — not a life to be lived.
⸻ The Insight
Feeling good isn't a nice-to-have. It's foundational.
For people trying to have their best day every day, feeling good is the starting point for everything else. This belief — that gut health should be joyful, optimistic and human, not clinical and worthy — is what Yay Day was built around. Welcome to a movement all about movements.
What we built
Brand Ambition & Point of View
The founding belief, the brand character, and the reason to exist.
Naming, Voice & Brand Language
The name, the tone, the verbal identity system.
Brand World & Visual System
The full visual identity — colour, typography, illustration, graphic system.
Product & Experience Design
Packaging design and product experience touchpoints.
Social & Content
The full launch ecosystem — PR, activations, influencer, social.
ATL Comms
Above-the-line campaign including OOH, NYC taxi wraps, and social.
