Remember when Greek yogurt used to be all the rage? The thick and creamy alternative to boring regular yogurt exploded, going from 1% of the yogurt market in 2007 to 44% in 2013. But the love for it has been less pronounced lately, what with skyr and cashewgurt making their way into the dairy aisles. So the team at Oikos decided to shake things up with a redesign to get people talking about their blended Greek yogurt.

“It was a huge effort to reinvent an entirely different Greek yogurt experience,” said Fe Amarante, senior creative director and head of brand design and brand elevation at Danone North America. “It was a pretty flat category in yogurt, and there was a lot of sameness around the experience.”