A deliciously playful yoghurt innovation for a spirited young audience

Expanding on the offerings within the current Yoplait portfolio, Lion Dairy and Drinks wanted to create a healthy on-the-go snack for teenagers that disrupted the category and helped bring modernity to the brand. The Edison Agency created a strategic brand and packaging solution that appealed to both a health-conscious shopper (mums and dads) and the end-user (teenagers) delivering a nutritional message alongside an informal and playful design aesthetic – reflecting a tone and palette that was validated in consumer testing.

With consideration to the Yoplait masterbrand system in the Australian market and the vibrancy of the end-user, the design solution paired boldly naïve typography with gestural fruit illustrations to create a dynamically smooth and playful composition. The creamy pastel tones and yoghurt swirls reinforce the real fruit and no artificial preservative proposition creating a range with unique shelf presence in what is a predominantly un-fun category!

The Yoplait Smoothies drinkable yoghurt range doesn’t take itself too seriously and is the perfect ’grab and go’ dairy snack for hungry growing bodies.

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