The people behind Yotvata Dairy are tough desert dwellers—pioneers who never surrender to nature, to the extreme heat or to any obstacles placed in their way. That’s how they made the impossible possible. Even before they began making dairy products, they established a kibbutz in the middle of the desert, where there used to be no life, and have remained there to this day.

When they asked us to freshen up their advertising and design language, we realized we were facing a major challenge: Keeping the essence of a well-known brand people love with its pioneer spirit and authenticity, while at the same time taking it forward to convey the innovation and technology behind the products, their quality and the importance placed on sustainability.

First, we stopped and observed. We visited the factory and the kibbutz, toured them and absorbed it all. We studied the visual language of the desert: The outline of the rocks, drawn by small desert streams. The waves left by the sand. We discerned the patterns, the color palette, the complete harmony. The power, the majesty, the textures through which it speaks, the unique beauty. And then we set out to find our own interpretation.

We realized that we wanted to simplify the unnecessary and return to the soul of the desert, to hone in on the essence of the brand. We did some cleaning up of the logo. We created a visual toolbox of patterns in the colors of the desert. We chose an Israeli retro font—genuine as a kibbutznik. We simplified the mountains into a neat wadi, with the Yotvata sky, and the desert waves that ripple like the refreshing taste of its drinks. We also created creamy backgrounds, more colorful and playful.

This is not a silent desert, but an oasis—a flowering wilderness of joy, work, creativity and fun. We shook the dust off the kibbutz, the desert and the brand. Yet all three are still there, familiar and adored by all of us who can’t wait to make that refreshing stop that revives our soul every single time.

It's not a dream
It's Yotvata

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