Design: Dragon Rouge
Location: United Kingdom
Project Type: Produced
Product Launch Location: United Kingdom
Packaging Contents: Yogurt/juice smoothies
Packaging Substrate / Materials: Plastic bottle and paper seal, card sleeve
Danone has released Actimel Fruit & Veg Cultured Shots in the UK, a groundbreaking innovation for Actimel that revolutionises the juices and smoothies category, with a refreshing, distinctive identity created by global independent branding and innovation agency Dragon Rouge. Actimel Fruit & Veg Cultured Shots aims to help Danone recruit younger consumers.
The new product leverages the key insight that consumers like smoothies, but hesitate to drink them owing to their high calorie counts, offering fewer than 50 calories per bottle. The new Fruit & Veg Cultured Shots proposition balances Actimel’s USP (Immune System Support, Unique L. Casei Cultures and Iconic shot format) with smoothie cues of modern health and a high taste appeal.
Actimel Fruit & Veg shots are launching in three delicious flavours, each with a blend of specially selected fruits, one vegetable and on trend ingredient plus our signature fermented milk with L Casei cultures:
- Strawberry, blueberry, blackberry, elderberry and chai spices
- Mango, orange, peach, mandarin, carrot and turmeric
- Apple, kiwi, pear, cucumber, spinach, spirulina and mint
All 3 flavours are with no added sugar.
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.
Actimel Fruit & Veg Cultured Shots will be available in all stores in Ireland from late July while consumers in the UK will be able to pick them in Ocado from the 29th July and wider convenience stores, plus major retailers from September onwards.
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. The natural paper texture on the multi-pack sleeve adds to the natural element at the point of consumer pick-up and supports the natural colours on the bottle.