Based in 1987 and current in additional than 70 nations, Activia probiotic yogurt is one in every of The Dannon Firm’s hottest merchandise. With the intention to make clear and strengthen the premium positioning of the model’s core digestive well being proposition, FutureBrand was requested to relaunch the model to reinforce on-shelf impression and create an structure that exactly defines the position of every product providing within the line. The redesign is rolling out globally this winter.
Central to the answer is a brand new model icon, made up of two interlocking shapes, meant to talk synergy and steadiness. From this icon, all visible parts unite on the middle within the type of an upward radiant beam of sunshine that seems to emanate from inside. Together with a refresh of the model’s acquainted inexperienced, a brand new packaging construction, a bespoke logotype, and a brand new photographic model, the redesign communicates concord and meals well being experience.
Says Marie-Thérèse Cassidy, Client Govt Artistic Director at FutureBrand. “We adopted a design vernacular that feels exact, managed and refined – a language extra generally present in premium skincare than the dairy aisle. The general impact? A prime to backside premiumisation that can make sure the model occupies a extra knowledgeable and credible place for customers each at this time and tomorrow.”