Words That Change

Making stories happen

words@wordsthatchange.nl +31 (0) 6 47484012

Welcome > clients > Yogi & Yusef

Yogi & Yusef

Packaging writing including slogan and deepening overall brand concept for Yogi & Yousef 100% natural dates.

Dates, it turns out, are hard to describe. Surprisingly, people just don’t know they are reading the word ‘dates’. This is because they usually can see the dates, something which Yogi & Yousef’s packaging concept did not accommodate. They wanted to sell their dates like chocolate bars – because the content is so fantastic.

This packaging writing for Yogi & Yousef’s brand of delicious dates worked because we made it blindingly obvious. With deep work on concept, customer envisioning and brand positioning, Words That Change wrote the words for the packaging. In the end, humble to our craft, we decided that less was more and took as much writing off the packet as we could.

The client liked us for it – turns out they are doing quite well.

mailing list


Storytelling is so necessary in the social change and social business space. Good storytelling is hard to find. Words that Change is filling this gap, I love reading the blog! ~ Chloe Feinberg, Ashoka Changemakers


I spent a brilliant time with a group of corporate leaders in the Autumn. Having organised a pitching competition, they wanted a little storytelling help, so I came in to enjoy their company. Now I must tell you, this was a very analytic division of quite an analytic company.  Being much more at ease in the creative […]

What to expect at the Media Trust story training for non-profits on 4 December – to which you can sign up here. It’s rare now to see non-profit organisations talking only about themselves. Instead they are becoming very good at telling the stories of other people: the ones that speak for themselves about the good […]