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Dragon Rouge designs Danone’s new premium yogurt brand



Danone is responsible for some of the UK’s most popular yogurt brands such as Actimel, Shape and Activia and has successfully established its profile in the functional dairy arena, over indexing with the older female audience. On the yogurt shelf, indulgent brands like Activia Intensely Creamy, with its inherent health benefits, are selling well but Danone has ambitions to increase yogurt consumption with younger women, recognising the need to offer them more tasty, premium products to fit their everyday snacking needs.

The Greek-style yogurt category has traditionally been dominated by big pots of natural varieties in the UK. However recent introductions by Muller and Danone’s own Activia Greek-Style with fruit in single portion packs have enlivened the fixture and ensured the sector is in growth, indicating to Danone that this is an area of big opportunity. So the Danone team approached Dragon Rouge to help create a brand of creamy Greek-style yogurt with fruit that would be premium, distinctive and with strong potential for long-term success. 

With the launch of Oykos, Dragon Rouge’s work in developing motivating visual territories and impactful design concepts has come to fruition ensuring a brand that is deliciously bold and disruptive, creating stand out on a busy shelf. 

The client said “Dragon Rouge has developed a highly impactful design for Oykos which communicates clearly the key brand values of luxurious taste and premiumness, as well as being extremely modern and dynamic. When we researched this pack design we saw it had a very positive influence on purchase intent and also fantastic standout versus the competitive set.”

Dragon Rouge’s Design Director, Jon Bailey added: “We wanted to create a bold and impactful design that was deliberately different to the category. We steered away from the traditional Greek cues to hero the product qualities within the 'O' of the brand mark.” 

The new pack design focuses on the yogurt’s unique layered style with an emphasis on its fruit content. 

Danone Oykos has been available nationwide from 7th May 2012.

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Jigna Umeria