Founded in 1987 and present in more than 70 countries, Activia probiotic yogurt is one of The Dannon Company’s most popular products. In order to clarify and strengthen the premium positioning of the brand’s core digestive health proposition, FutureBrand was asked to relaunch the brand to reinforce on-shelf impact and create an architecture that precisely defines the role of each product offering in the line. The redesign is rolling out globally this winter.
Central to the solution is a new brand icon, made up of two interlocking shapes, intended to communicate synergy and balance. From this icon, all visual elements unite at the center in the form of an upward radiant beam of light that appears to emanate from within. Along with a refresh of the brand’s familiar green, a new packaging structure, a bespoke logotype, and a new photographic style, the redesign communicates harmony and food health expertise.
Says Marie-Thérèse Cassidy, Consumer Executive Creative Director at FutureBrand. “We adopted a design vernacular that feels precise, controlled and refined – a language more commonly found in premium skincare than the dairy aisle. The overall effect? A top to bottom premiumisation that will ensure the brand occupies a more expert and credible place for consumers both today and tomorrow.”