Nestlé S.A., Switzerland, redesigned the packaging for its Acti-V yogurt range, resulting in a substantial double-digit growth in product sales, as well as a significant increase in overall yogurt market share in Hong Kong.
Acti-V is a functional yogurt containing special ingredients, such as FORTIS, a bifidobacterium that aids digestive health. The key challenge with the redesign was to develop a design language for the brand's packaging that would clearly communicate the superior benefits of the product, make it easy for customers to navigate and stand out on the shelf.
The outlined shape of a female torso and hips speaks to its target audience and offers a refreshing alternative to competitor packaging, which uses pictures of fruit and ingredients to show flavors.
Elmwood, London, peformed the packaging redesign.