Danone is hoping a new design and visual identity for its digestive health brand Activia will position the yoghurt 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 has also been introduced as well as a new photographic style to communicate expertise in the digestive health field.
The ultimate aim is to clearly define the role and specificity of each product range on supermarket shelves.
“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” explained Marie-Thérèse Cassidy, consumer executive creative director at FutureBrand, who created the new look.
The global relaunch begin last month, initially in 35 countries, including United States, UK, France, Spain, Germany, Brazil and Russia.