Light & Free

by Elizabeth Freeman on 04/19/2016 | 4 Minute Read

With Danone’s mission to bring healthy food to as many people as possible, they identified the opportunity to develop a truly great tasting Greek Style yogurt brand with real fruit pieces. Aimed at young adults, Light & Free has over 30% fewer calories than most full-fat fruit yogurts and is made with no added sugar and zero fat, it contains naturally occurring sugars to meet the needs of the health-conscious target. Danone approached Dragon Rouge London to help create the new brand. Building on the upbeat name Light & Free, we set about creating a joyful, dynamic and stylish look and feel, designed to achieve a distinctive presence in the yogurt chiller.

In a range of 5 enticing fruit flavours, with fun flavour names, like ‘Cherry Charmer’ and ‘Blueberry Burst’, the 4-pack sleeve design features light-hearted hand-crafted line drawings of stylish young women ‘wearing’ fruit dresses – breaking the usual yogurt category codes. The individual pots are adorned with hand-drawn lifestyle-oriented accessories – based on music, sport and fashion connections – complemented by real fruit imagery to add appetite appeal, colour and a touch of humour. “Having been on an inspiring journey, with the launch of Light & Free, we’ve arrived at a new brand withreal stand out and buy-me appeal. Supported by a memorable advertising campaign, we look forward to great brand exposure with Light & Free – a brand that gives everyone the option to enjoy their own little pot of positivity.” - Aloys de Parscau – Senior Brand Manager

“It’s not often we have the chance to create a completely new brand where clients give us license to explore a variety of design avenues. In Light & Free’s case we won the pitch based on a design aimed at tuned-in adults, interested in looking after themselves, being active and staying positive. We then worked closely with the Danone team to realise their ambition of doing something really different on a crowded shelf. The ultimate design has bravely gone where no yogurt branding has gone before!” - Steve Irvine, Creative Director Light & Free launches into Waitrose and Tesco stores nationwide on 18 April 2016 and into other major multiples later this month.