Oh yeah: design collective is a studio for brand design, packaging and strategic communication and also an independent creative label hosted and run by the art director Ivan ‘Gio’ Stoilov and located in Sofia, Bulgaria. In 2003, with experience acquired over twenty years in the creative departments of international advertising agencies Radostin Peshev, Gio Stoilov and Vesselina Toulevska , the company’s founders, set out to establish an agency studio with the intention of assisting primarily local businesses and entrepreneurs as they navigate the complexities of strategic communication and brand advertising. The studio strictly follows the belief in the oh yeah ways, which builds on design values, Gestalt Principles and promotes design as a most sustainable merit apart from any other product feature or brand asset. In our view, packaging is the most important resource of the characteristics and attributes of a product, which is why it is not only the media and tool that has the most important impact on the success of the product’s positioning and performance, but also the quality that has the highest influence on the brand health.