Danone has unveiled a new yoghurt brand, Danio, to add to its existing portfolio, comprising the Actimel, Activia, Shape and Oykos ranges.
The new Greek yoghurt’s branding was developed by design agency, Dragon Rouge, following its work on pack design for the Oykos range.
Tasked with creating something challenging and impactful in the yoghurt category, Dragon Rouge came up with the concept of ‘delightful discovery’, which inspired a bold, young at-heart pack design.
Julia Lowbridge, marketing manager of Innovation at Danone commented on the branding: “We have created something really different, distinctive and appealing with Danio....and I believe that Dragon’s pack design is going to be one of the key drivers of our success.”
Marie-Therese Cassidy, creative director at Dragon Rouge also added: "It’s always a challenge designing into a busy category with prescribed codes. Getting stand out and high appeal was paramount for Danio.
“Whatever you’re designing the maxim lives true: you can get so much more from less - and we’re delighted to have arrived at a simple, powerful and uplifting design that will sing in category.”