Yoo!Gurt: Greek Yogurt for Kids

Posted on

Derrick Lin


Design: Joel Daniel
Location: India
Project Type: Student Project
School: MIT Institute of Design
Tutor: Prof. Rajendra Thakre
Packaging Contents: Greek Yogurt, Orange, Lemon, Kiwi, Strawberry, Toys, Cards
Packaging Substrate / Materials: Paper
Printing Process: Digital Printing

Yoo!Gurt is a fictional greek yogurt brand that promotes healthy and unfiltered consumption of yogurt among kids between 4-7 years of age by having the package portray itself as a medium of encouragement and curiosity with the help of rewards in the form of toys or collectibles. Kids will be able to claim their reward after consumption as it would be stored in a separate compartment under the yogurt content.

As claimed by a number of pediatricians and dietitians worldwide, most, if not all yogurts consumed by kids that fall in this age group, usually consume ones that have a number of artificial flavors, preservatives, and sugars for the sake of consumption. This completely defeats the purpose of yogurt presenting itself as a nutrient-packed consumable. With this brand we would like to encourage kids to consume yogurt in its purest form, setting it out with what it was originally intended to be. The benefits of Greek yogurt include high levels of calcium, a multitude of probiotics, vitamin B-12, potassium, a workout recovery treat, and high protein to name a few.

White spirals originating from the logo are an element that represents the welcoming nature of our brand. The label and box designs for the yogurt packs were designed in an extremely clinical manner after undergoing multiple rounds of user testing and feedback. This isn’t merely a pack design, but instead, a medium that has the ultimate power to drive sales, putting the brand in a “make it or break it” situation.

What’s Unique?
Yoo!Gurt’s packaging design is the first of its kind to have a distinguishable identity appeal with its high contrast primary colors and heavily relying on Digital Printing as a method for mass production. Also, an element of interactivity that comes exclusively with the 8-Pack packaging would be the fruit cards at the back of the pack that could be cut and stored as informative/educational tools for kids – which is why the information on it has been written in the appropriate tone of voice to suit the same.