Founders of youtime moved to tears when Nudla pitched brand concept
press release no. 2
Youtime is a unique lifestyle brand and wellbeing destination where editorial content is merged with a considered curation of products, brought to you by a community of experts, creatives, tastemakers and thought leaders. The branding is the result of a close collaboration between the Australian based youtime brand and the Swedish, female founded design studio Nudla, specialized in premium and lifestyle branding. By boiling down the core essence and soul of the brand into a beautiful pitch brand movie, Nudla knocked the competition out of the park. Moved to tears, the youtime founders, Steve and Helene Terry, felt that they had found the perfect creative partner to bring the brand to life.
After spending the last two years working toward the end of his 400 pages of brand and concept work, the well known Australian-Swedish entrepreneur Steve Terry decided that he had better find an outstanding creative partner to help him bring his vision of youtime to life. He reached out to some large agencies in Australia and Sweden but also a couple of smaller ones which caught his eye. Nudla was one of these.
"I asked everyone to pitch for the project and we received some pretty good pitches but then, one evening a video landed in my inbox. It was the pitch from Nudla. I grabbed my wife Helene and we opened it. All I can say was that one minute later, Helene and I were a complete mess. The video we received from the Nudla founders Hanna and Sofia, after us spending two years working on the project, was just so perfect - so emotive and complete, that it moved us to tears. Next thing, we'd jumped on a plane to Stockholm to commence work at Nudla, right at the beginning of Covid" tells Steve Terry, founder of youtime.
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During a tight collaboration Nudla evolved the brand concept and created the brand platform from the initial brand deck, together with the insight that the time you spend on yourself always is time well spent. And in a world where everything moves so fast, very few episodes in our lives are as calming and satisfying as when we are totally present in the given moment.
The brand strategist Hanna Rydholm and art director Sofia Larsén instantly saw youtime as the resort of that state of mind, which was summed up in the brand promise "Your time here will always be time well spent" together with youtime’s visual language, graphic identity and the tagline, inviting us to "Check into the moment".
"From our very first meeting with Steve we had a strong and aspirational vision of what the look and feel of youtime should be. Nudla has had the privilege of forming the brand platform, graphic identity, tone of voice, tagline, image language and brand guidelines in a joint creative process that has been bold and fruitful. Now we are honored to see how well these cornerstones have been embraced and executed upon beautifully by the team in Australia and we look forward to continuing our collaboration and dream of youtime being available for us Swedes soon too" says Hanna Rydholm and Sofia Larsén, founders of Nudla, in a joint statement.
Youtime is a scalable solution across both physical and digital spaces, which is still evolving together with a growing team and community. The brand just soft launched in Australia and is set out to go global in the near future. Visit your authentic world of wellbeing at youtime.com and check into the moment.
For more information, please contact:
Hanna Rydholm, brand strategist & co-founder of Nudla
hanna@nudla.se
Sofia Larsén, art director & co-founder of Nudla
sofia@nudla.se
Steve Terry, founder of youtime
steve@youtime.com
Press inquiries, youtime
marketing@youtime.com
