Danone, France, is hoping a new design and visual identity for its digestive health brand Activia will position the yogurt range in a more premium light and strengthen its health proposition.
The core of the redesign is a new logo, made up of two interlocking shapes, to represent efficacy and inner-balance. A bespoke logotype and new photographic style communicate expertise in the digestive health field.
“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 premiumization that will ensure the brand occupies a more expert and credible place for consumers both today and tomorrow,” says Marie-Thérèse Cassidy, consumer executive creative director at FutureBrand, a New York-based creative future company who created the new look.
The global re-launch begins in 35 countries, including United States, UK, France, Spain, Germany, Brazil and Russia.