Danone Packaging System
2018@ Tatil Design de Ideias
Danone's challenge goes beyond packaging redesign: how to reposition a global brand with 100+ years of history, which is synonymous with its product category, making yogurt attractive to new generations? It's a project to help the brand and its products moving in the direction of contemporary desires.
To do that we reinterpreted visual and emotional codes that the brand has built over 100 years and transformed the Simple Goodness concept into something new, vibrant and systemic. We designed a system in which each element is essential in the construction of storytelling. It's assisted by texts that mix clarity, synthesis and the right amount of humor to create proximity and communicate attributes – such as naturalness, flavors, ingredients, purpose and sustainability – in a light and contemporary way.
The project was developed to be implemented in countries with very different contexts, cultures, market challenges and consumption habits. For this reason, we created a rationale that converges towards the construction of a single brand, but that simultaneously opens space for particularities. A global and local system, consistent and flexible, tailored to communicate the brand's differentials and values.
More than the creation of a broad and strategic design system, we redesigned the brand's product portfolio based on the developed guidelines. The work was done in partnership with Danone's global and local teams in 17 countries.
To do that we reinterpreted visual and emotional codes that the brand has built over 100 years and transformed the Simple Goodness concept into something new, vibrant and systemic. We designed a system in which each element is essential in the construction of storytelling. It's assisted by texts that mix clarity, synthesis and the right amount of humor to create proximity and communicate attributes – such as naturalness, flavors, ingredients, purpose and sustainability – in a light and contemporary way.
The project was developed to be implemented in countries with very different contexts, cultures, market challenges and consumption habits. For this reason, we created a rationale that converges towards the construction of a single brand, but that simultaneously opens space for particularities. A global and local system, consistent and flexible, tailored to communicate the brand's differentials and values.
More than the creation of a broad and strategic design system, we redesigned the brand's product portfolio based on the developed guidelines. The work was done in partnership with Danone's global and local teams in 17 countries.
++ TATIL DESIGN DE IDEIAS
CEO
Fred Gelli
Creative Team
Ana Amélia; Ana Cunha; Anna Fonseca; Andréa Kulpas; Bruna Aragão; Clauber Trivoli; Daniel Escudeiro; Daniel Souza; Gilmar Padrão; Gisele Camara; João Augusto; Julia Custodio; Lucas Mayer; Mariane Silva; Paulo Ferreira; Pedro So; Renan Benvenuti; Renan Vizzotto; Ricardo Bezerra; Thomas Botelho; Valéria Forte
Account Management
Anthonia Nanci; Celso Onofre; Juliana Gattaz; Luisa Simões
Illustrations
Pict Estudio
CEO
Fred Gelli
Creative Team
Ana Amélia; Ana Cunha; Anna Fonseca; Andréa Kulpas; Bruna Aragão; Clauber Trivoli; Daniel Escudeiro; Daniel Souza; Gilmar Padrão; Gisele Camara; João Augusto; Julia Custodio; Lucas Mayer; Mariane Silva; Paulo Ferreira; Pedro So; Renan Benvenuti; Renan Vizzotto; Ricardo Bezerra; Thomas Botelho; Valéria Forte
Account Management
Anthonia Nanci; Celso Onofre; Juliana Gattaz; Luisa Simões
Illustrations
Pict Estudio
Daniel Souza © 2024.
All rights reserved.