Danone oikos
Sales of oikos blended Greek yogurt are declining. Danone needed to reinvent its products and its brand to bring new excitement and dynamism to the light Greek yoghurt scene. Consumers eat Greek yogurt every day but find these choices boring. Our mission is to bring the world of brands and packaging to life and bring something to people to get excited about.
services
Design strategyVisual identityBrand WorldPackaging designArtistic directionPhotographyIconography
In order to boldly break the boredom, we must go all out. The first thing to emphasize is the recipe: large fruit chunks in thick, creamy yogurt "made with love" with milk from the family farm. Going all out has allowed us to form a brand personality of "mindfulness maverick". Compared to the refined style of other similar products, we wanted the oikos to be presented as yogurt in a black leather jacket.
Custom font: Adam Vicarel
Product animation: Lightning Orchard.
Delicious fruit forward. Larger-than-life fruits, extreme close-ups, jaw-dropping light and textures combine to make for a mouth-watering delicacy. Other yogurt brands don't exaggerate its creaminess, which leaves room for oikos to create a creamy, swirling backdrop. Photo by Francisco Tonelli.
The family farm takes care of the cows and supports sustainability that makes OIKOS extraordinary. Danone is the world's largest B Corps and an important supporting story for the brand.
The OIKOS Brand Identity Toolkit easily crosses in-store and e-commerce touchpoints. Shoppers can get just as much of the "bold out of boredom" influence and brand love even if they've never set foot in a store.
Former. 
After. Oikos has finally found his best. Now, it looks and feels as different and delicious as the product itself. Our team works incredibly closely together to make the magic happen. ”—Fe Amanate, Head of Brand Design, Danone North America
Oikos have a smooth texture and are filled with chunks of fruit, which you can eat with a fork. That's why it's "forkable".
The rebranding avoids the 'delicate, light clichés' that yogurt brands typically carry. The aesthetic is simple, but still punchy, just like the product inside. ”—Bill McCool, "Knife Mold."
Oikos is now bold enough to break the boredom online and on the shelves – bringing more Xi joy to people's healthy eating Xi habits.