YOOBIC's new brand identity: Bold, believable, and built for the realities of retail

Retail didn’t suddenly become complex. It became unforgiving.

Store teams are expected to execute faster, adapt continuously, and deliver consistency under pressure — often with less context, less clarity, and less margin for error. District leaders cover more ground. Managers juggle shifting priorities before lunch. And somewhere between headquarters and the store floor, execution either holds… or quietly breaks.

These teams are the infrastructure of global commerce. And the leaders who support them need tools, partners, and signals they can trust.

This is the world YOOBIC has always been built for. And it’s the world our new brand identity reflects.

Today, we’re proud to introduce an evolution of the YOOBIC brand — one that strengthens the partnership we’ve built with frontline leaders everywhere. It’s bold in presence, believable in purpose, and shaped by the same values that have guided YOOBIC from day one.

Watch our new intro video to see what we're all about in under 90 seconds.

Why our identity evolved

YOOBIC began in 2014 with a simple, enduring belief: frontline retail teams deserve technology built for them — intuitive, mobile, and available anywhere work happens.

Founded by brothers Fabrice, Avi, and Gilles Haiat, the company’s name was inspired by “ubiquitous”: the idea that clarity and support should be at every retail employee’s fingertips, not locked behind systems or hierarchy.

YOOBIC made its official debut on TechCrunch’s Disrupt stage in 2014.

That belief shaped the earliest version of YOOBIC, one of the first all-in-one platforms designed specifically for frontline execution in retail.

Over a decade later, the scale is larger, the platform is more advanced, and the stakes are higher.

Today, YOOBIC powers frontline execution, learning, and intelligence for 350+ retail and hospitality brands across 80+ countries. The work has expanded — from mobile-first enablement to AI-powered intelligence — but the responsibility has grown even faster.

YOOBIC CEO Fabrice Haiat puts it simply:

“Frontline teams have always deserved world-class tools. What’s changed is how much depends on getting execution right, every day. This brand reflects where YOOBIC is now, and the discipline and ambition required to lead for the long term.”

— Fabrice Haiat, Co-Founder and CEO, YOOBIC

As YOOBIC evolves from mobile-first to AI-first, our identity had to evolve, too; without losing the humanity and practicality at the heart of our mission.

Bold & Believable: the idea behind the identity

“Bold & Believable” became the north star for the new YOOBIC brand. Not as a slogan, but as a standard.

Bold reflects our role as a category leader. It signals confidence, clarity, and conviction in how we show up.

Believable reflects the trust frontline teams place in our platform — trust earned through consistency.

In retail, bold without substance doesn’t survive contact with the store floor. And belief can’t be manufactured; it’s built through reliability.

YOOBIC’s Chief Marketing Officer Noreen Allen explains:

“A great brand doesn’t just express who you are, it elevates how you lead. YOOBIC has matured into a global force in frontline intelligence, and this identity reflects that scale with confidence and restraint.”

— Noreen Allen, Chief Marketing Officer, YOOBIC

This guiding idea ensures our presence is strong without being performative, and clear without oversimplifying the realities retail leaders face.

A visual identity built to endure

The new visual system was designed for the environments where YOOBIC lives: fast-moving stores, complex field operations, global headquarters, and everything in between.

It had to work on a store manager’s phone, a district leader’s dashboard, and a global leadership presentation without losing coherence or warmth.

Our typography is clean and modern. Photography reflects real environments, not stock perfection. The system provides structure without restricting creativity — because scale demands consistency, but people still need flexibility.

YOOBIC’s Graphic Design Lead Chris Wright describes the approach:

“The new system is simple, modern, and durable. It reflects YOOBIC’s maturity while staying warm and expressive enough to honor the humanity of frontline work.”

— Chris Wright, Graphic Design Lead, YOOBIC

Across markets, devices, and use cases, the identity holds its shape — making it easier for teams to create work that feels cohesive, confident, and unmistakably YOOBIC.

A voice that shows up like a partner

The evolved YOOBIC voice is designed to sound like the people who use it: clear, warm, direct, practical, and confident.

Frontline leaders don’t have time for interpretation. They need clarity they can act on.

Clear beats clever. Useful beats impressive.

To shape the voice, we studied how retail operators actually communicate: fast, direct, and allergic to anything that slows them down.

YOOBIC’s Content Manager Raisa Ahmed puts it this way:

“Our voice has to earn trust quickly with clarity, warmth, and zero excess. Frontline leaders don’t have time for jargon or guesswork. Every word should help them move forward.”

— Raisa Ahmed, Content Manager, YOOBIC

This approach sharpens our guidance, accelerates adoption, and makes our thought leadership more practical for leaders navigating constant change.

A brand built with retail leaders, not just for them

YOOBIC has always grown in partnership with district managers, operations directors, HR and learning teams, and CIOs and CTOs rethinking how work gets done at scale.

The new identity reflects the standards these leaders expect from a long-term partner: confidence without arrogance, stability without stagnation, ambition without theatrics.

As we translated strategy into a full identity system, one idea stayed central: Trust is earned in how you show up every day. In stores. In conversations. In the product. And in the stories you tell.

YOOBIC’s Head of Brand Kristin Sgroi explains:

“This brand is confident because the work is. It’s grounded because our customers are. If it doesn’t hold up to that reality, it doesn’t belong.”

— Kristin Sgroi, Head of Brand, YOOBIC

That standard now guides how YOOBIC operates, everywhere the work happens.

A website experience built for speed and clarity

The new YOOBIC website was rebuilt with one goal in mind: help retail leaders get to clarity faster.

Its structure mirrors how modern retail operators evaluate technology — prioritizing outcomes, use cases, and proof points over marketing gloss.

YOOBIC’s Head of Demand Generation Ben Dodds explains:

“Retail leaders decide quickly. The new site respects that. It’s cleaner, easier to navigate, and focused on what actually matters.”

— Ben Dodds, Head of Demand Generation, YOOBIC

The experience reflects the speed and decisiveness required in retail operations — without sacrificing depth for those who need it.

A brand built for the long run

For retailers, grocers, hospitality operators, and travel brands, the new YOOBIC identity reinforces what has always set our partnership apart:

• A platform built for frontline realities, not idealized workflows
• A global system designed to operate at scale and under pressure
• An experience that reduces noise instead of adding to it
• A brand centered on clarity, confidence, and follow-through

It makes evaluation simpler. It makes alignment easier. And it signals a partner built for the long run.

Bold in presence.
Believable in purpose.
Built for the frontline.

And ready for what’s next.