YANS – empty forms full of possibilities

Sometimes, the smallest and most invisible things make the biggest impact. YANS is a B2B company that specializes in supplies and disposable items for HoReCa, hospitals, and a wide range of professional industries. As the company expanded into new cities and countries, it approached us to rethink the brand and develop a clear, future-ready strategy.

The Challenge

How do you transform a brand built on objects that are simple, everyday, and often overlooked? How do you express value when your product is something that’s meant to be used once and thrown away?

The Idea: Emptiness as Potential

We found the answer in a single, powerful idea: Emptiness. The concept of Emptiness revolves around simplicity, flexibility, and personal choice. Every container begins as a “blank slate” – an empty form full of potential. This emptiness is not a limitation, but a space that adapts seamlessly to any business, product, or scenario.

The new visual system embraces a clean, minimalistic aesthetic inspired by the pure geometry of containers. At its core lies the idea of emptiness as potential. Empty containers become a powerful metaphor for possibility.

Visually, the brand operates in two states:

Empty — highlighting openness, simplicity, and untapped potential.

Full — showing endless real-world uses, from fruits and salads to burgers, coffee, and everyday meals.

This duality captures the essence of YANS: they provide the empty form, and businesses fill it with purpose. At the heart of the brand sits a dynamic slogan, designed to shift depending on context.

The core line is: “Empty forms, full of possibilities.” But the system is intentionally flexible — transforming just like the containers themselves:

Container, full of strawberries

Box, full of ideas

The slogan becomes a living language that adapts to content, product categories, and storytelling moments, reinforcing the brand’s promise across every touchpoint.