FutureBrand has created a new visual identity for Activia, including an updated green packaging colour and a new brand icon celebrating the yoghurt’s health benefits.
The consultancy – which was commissioned to work on the redesign last year – says it was briefed by food company Danone to “further strengthen the brand’s core digestive health proposition” and make it more premium.
Futurebrand’s executive creative director for consumer brands, Marie-Thérèse Cassidy, says: “Activia has always had this magic ingredient – Bifidus Actiregularis – but previously Danone was quite apologetic about how it was shown on the packaging.”
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