Founded in 2009 in Orange County, California by Nguyen Chi My, Yes4All has established itself as a major force in the fitness and lifestyle market. The company has leveraged its innovative approach and global reach to achieve remarkable success.

Under My’s leadership, Yes4All embraced strategic advantages. The company capitalized on Vietnam’s competitive labor costs and established strong partnerships with manufacturers in the region. This allowed the company to develop and market innovative products, propelling them to be among the first companies invited to Amazon’s Vendor Central program in 2016. By 2021, Amazon recognized Yes4All as a top-12 featured brand in the Sports & Outdoors category.

By 2023, The company had expanded into 17 international markets, achieving a staggering 70% year-over-year growth rate and reaching $139 million in revenue, all while maintaining a strong EBITDA. With a diverse product portfolio exceeding 2,000 active SKUs (stock keeping units) across major platforms like Amazon, Wayfair, and Walmart, the company is targeting a 55% year-over-year growth rate in 2024, further solidifying its market presence.

With the philosophy: “Etch the Yes4All Star into Vietnamese history as one of the Most Innovative Vietnamese-owned Companies that has achieved global success.” for celebrating 15 years of success, Yes4All has undergone a dynamic transformation. A new logo and brand image, reflecting modern aesthetics and global trends, signal a fresh chapter for the company.

The current design is confusing and inconsistent.

The current logo

WHY DO WE TRANSFORM?

From Business Perspective

BUSINESS STRATEGY

Facilitate customer segmentation expansion. This includes establishing new brands, diversifying our customer portfolio, and entering new markets.
Drive consistent and modern branding to support business growth.

BRANDING

Unify Corporate branding with product and business unit brands.
Initiate professional brand building for the corporation and sub-brands.
Mitigate brand communication risks and enhance trademark protection.

OPERATIONS

Standardize and streamline processes for efficient brand application across various purposes and channels.

From Consumer/ Buyer Perspective

Offer a fresh brand image to invigorate consumer perception and showcase product advancements.

From Media/ Investor Perspective

Present a clear and consistent brand message for enhanced corporate understanding.

Our wordmark should be used in communications, or when speaking to audiences outside our immediate ecosystem — basically any situation with less instant brand recognition. It’s the more formal symbol of our brand. We have four use cases for our lockup.

The new logo consists of two elements, our wordmark and symbol, known as the Yes4All Star.

The Yes4All Star is an expression of our Rising Star, building from the combination of Y, 4 and A, a harmonious balance. Its combination conveys our commitment to moving forward while drawing on Yes4All’s design heritage with our iconic tilted “4”. Our symbol is our mark of authenticity. It’s unique and striking and can increasingly stand alone with its ever-growing brand awareness.

Our new shade of blue is mature, deep but still attractive when combined with the new vibrant orange. Internationally recognised as a colour of intelligence, reflection and quality, our dark blue can be used comfortably across our communications.