There's an excess of products meant to improve our every day excursions in the kitchen. Many are poorly designed, flimsy and fragile. Instead of feeding the market with more of the same thing Yx wants to break the trend of cheap mass-produced products that are easily broken and hard to repair and thus harmful to nature as they are discarded.
Yx needed a concept that could illustrate durability and trustworthiness of its products. The solution was to ground the visual identity in something almost archetypical. Inspired by the storied Nordic nature and the Scandinavian heritage the identity was crafted to strongly emphasize the brand's dedication to traditional craft and materials.