Danone: THE MILKY REVOLUTION

Credits & Description:

Advertiser: DANONE
Agency: TEAM CREATIF
Category: Core FMCG
Account Director: Charlotte Brombach (Team Creatif)
Director of Marketing: François Rillet (Danone)
Delegates Director: Olivier Delamea (Danone)
Chief Project Marketing Manager: Thomas Marin (Danone)
Junior Designer: Valentine Audoyer (Team Creatif)
Packaging Development Manager: Vincent Ferry (Danone)
Prod BP Director: Aude Giabicani (Team Creatif)
Creative Director: Camille Riboud (Team Creatif)
Account Manager: Celine Autin (Team Creatif)
CEO And Founder: Sylvia Vitale Rotta (Team Creatif Group)
Strategic Planning Director: Yvon Peltier (Team Creatif)
Product Events Manager: Adrien Varrod (Danone)
Designer: Fanny Bouffier (Team Creatif)
Client Services Director: Marie Pierre Gamby (Team Creatif)

Client Brief Or Objective
A small revolution in the fresh food department, Danone revisits its fundamentals by innovating and creating a new identity jar Kiss (keep it simple and safe), a modern design for an optimal consumers' tasting. Declined on many brands, Activia, Taillefine… (6bn jars in France every year), its ambition is to become the best "Ambassador" of « Danone » quality, by differing on the shelf.

Implementation
A new approach focuses on the clarity and simplicity of all graphics (including color coding marks), in harmony with the identity of each.. Maximum simplification codes to enhance the development of the brand. Logo reworked.. Architecture's simplified range.. A creative principle fits all brands of Danone to make the new pot and its banner a unitary design.

Brief Explanation
Surface expression reduced by a third, a pot with the colors of the brand: a new context in which the design must integrate harmoniously.This is a real business project that involves 18 months work for ALL departments of Danone France, and many suppliers (materials, machine, design agencies, communication ...).