Actimel Fruit & Veg Cultured Shot brand creation

James Byrne on 08/08/2019

Danone tasked Dragon Rouge with the creation of the pack design that needed to be relevant for the wider drinks category and its category codes of naturalness, ingredients/taste, shot-formats, and strength/immunity. The key was to create a pack design that balanced Actimel’s existing equities with the promise of the new innovative product. The design takes on board the semiotics of the wholesome science space, developed by Danone’s partner Sign Salad. The design is centred on paired back minimalism and driving naturality simultaneously. The use of colour involved a careful balance of bold and confident hues and still reflecting the naturality of ingredients. This carefully considered colour palette is then supported by simple iconography and descriptors that further endorse the naturality story and simplify the brand voice, by focusing on fuss-free, easy to understand information on the bottle within a clear, navigable hierarchy of information.