Danone has extended its yoghurt range with the release of a Greek yoghurt called Oykos.
The packaging for the new Greek-style yoghurt, which includes fruit, was designed by Dragon Rouge, with the aim of being ‘distinctive’ and offer shelf stand out and emphasis the fruit content.
“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 vs the competitive set,” said a spokesperson for Danone.
Jon Bailey, design director for Dragon Rouge, 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.”