YOPRO

Creating a protein fuelled dairy sector.

Danone had identified the need to add more protein into the breakfast habits of millennials with an active lifestyle. Consumers were increasingly disengaged with the traditional yogurt category due to it being overly sweet and not filling. 

The primary challenge was to create a brand and packaging solution that would communicate a new, functional twist to the traditional category while ensuring a no-compromise promise on flavour and mouthfeel.

A disruptive new product line for demanding new generation.

Our solution was YoPRO – a brand that looks as disruptive as it is.

In a category sea of white, we made dairy black. Faux natural cues and tired category imagery was replaced with a bold and functional look and feel that flirted with sports. YoPRO took a staple and turned it into an active lifestyle choice.

Off the back of the success of the core YoPRO range, we were tasked with creating a plant based high protein range. With plant based illustrations and the same design principals as for Core, we flipped this pack to white to communicate the 0% dairy messaging. The flavour imagery is positioned on the tear tab of the lid, ensuring a simple colour system across the range.

What we did:
Brand identity, Packaging design, Key visuals, POSM toolkit

team

Wilfred Castillo

Associate CD

SEA

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team

Adam Cameron

Global CFO

Text

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team

Sharon Lee

Managing Director

APAC

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