Yohana

Outcast partnered with Yohana to develop their brand from the ground up. Launched by Yoky Matsuoka, co-founder of Google X and former CTO of Google Nest, Yohana aims to build technology powered by human connection to help busy families find more balance, prioritize well-being, and be more present for each other.

We began our process with a brand workshop to explore who Yohana is as a company. From our workshop findings, we worked to ground our exploration in a principle that connected our visualizations back to Japan, where Yohana was established, and further adapt that principle through a global lens. 

We landed on the idea of Wabi-Sabi, a concept that motions us to constantly search for the beauty in imperfection and accept the more natural cycle of life. The term beautifully balances the humanity and joyfulness that Yohana strives for. To visually showcase a sense of imperfection and Yohana’s mission to support your authentic life, we established a visual language that focused on a story of balance built upon supporting structures. These principles guided our decision-making for every element within the brand.