The design for the new 'Bio' range of kids' yoghurts needed to represent the organic ingredients inside, whilst maintaining brand recognition and shelf appeal.
Across four days, working directly with the account handler, I created the below 'story book' concept, including a series of simplified Danone Dino characters, some fruit friends and hand-drawn logo – steering away from the shiny plastic character and logo styling employed for the non-organic ranges (bottom left). I also suggested 100% recycled and recyclable paper and plastic.
My concept was selected in the first round. It was then refined and implemented across SKUs by Webb deVlam (bottom three images).
Above: Regular kids' yoghurt packaging (left), Final Bio packaging (right)
Produced while working for Webb deVlam
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