YOSH

Project Naming, Branding
Year 2024
Local Brasil, Joinville

Yosh is an online retailer focused on trend hunting, sourcing products to be marketed as private label or through partner brands.

A comment made during a briefing session about ‘discovering and offering what people want to buy’ sparked our ‘inspiring purpose’ alert. The brand strategy began with the creation of the name, inspired by an ancient belief present in various cultures: when you see a shooting star, make a wish. With the hypothesis of the brand operating globally, English was the best choice, leading to the phrase ‘your wish’, which formed the acronym Yosh. The brand design manifests the concept of the name—a shooting star that suggests: make a wish. The brand name and design allow for any type of product to be marketed.

“We had great clarity throughout the project’s execution processes, which was delivered on schedule. The work is of excellent quality and the communication was seamless. We thank the ENTRE team for the experience.”

Eduardo Munchen – Founder YOSH

BRIEFING

The definition of which products Yosh markets is driven by a curation process that primarily tracks consumer trends, meaning the catalog can encompass a wide range of product categories. The brand strategy must ensure a cohesive presence across these diverse categories through a flexible name and visual identity.

CONCEPT

Yosh’s primary competitive advantage in the e-commerce sector is its curation, which uses specialized research to identify exactly what consumers are wishing to buy. The design found a way to manifest this differentiator by referencing an ancient belief found in many cultures: when you see a shooting star streaking across the sky, make a wish. Beyond conceptually capturing the act of wishing, the shooting star allegory provided rich guidelines for the creation of the name, tagline, brand design, and all other brand touchpoints.

RESULT

The brand strategy developed for Yosh delivered the flexibility required for the name and visual identity to transition seamlessly across various private-label product categories. Choosing English for the phrase “your wish”—which inspired the acronym Yosh—enables the brand to operate effectively on a global scale.