Danissimo × Magnat: Uncompromising Pleasure

Background

The Danissimo brand (part of the Logika Moloka, ex-Danone Russia, portfolio) operates in the realm of curd and yogurt desserts — offering a chance to indulge oneself under the slogan “let the whole world wait” — and stands out for its incredibly creamy, delicate texture, rich flavors, and multisensory experience. The brand actively studies audience needs and keeps pace with current trends and innovations. Research revealed that when consumers want to treat themselves, they often choose not only from curd desserts but also from other sweet categories — such as chocolate, cookies, ice cream, and more.

To merge these different realms of indulgence into a single product, Danissimo partnered with the Magnat brand. This collaboration resulted in two new curd desserts: “Chocolate Truffle” and “Cream Cheese & Salted Caramel,” featuring exquisite chocolate drops, brownie pieces, and salty cookie bits. Essentially, these desserts combine the best elements of various sweet categories to create a new, richer indulgence experience.

Challenge

VIEWPOINT agency was tasked with creating packaging that would enhance the product’s premium, dessert-like appeal and instantly convey the concept of a new multisensory experience, all while maintaining Danissimo’s recognizable identity and character.
The design needed to highlight the collaboration with Magnum and establish a visual link to the ice cream without depicting the product literally; it had to preserve Danissimo’s essence without simply copying the standard design, while simultaneously making the new product stand out on the shelf. It was crucial to showcase the rich ingredients and creamy texture in an appetizing way, ensuring the packaging itself would spark a desire to try the new dessert.

Solution

The VIEWPOINT team reimagined the brand block, introducing distinct flavor differentiation. Color accents serve a dual purpose: they help distinguish the two new products while creating a visual link to the corresponding flavors in the Magnat ice cream range.

The centerpiece is a highly appetizing food zone that blends visual cues associated with ice cream with Danissimo’s key strength — its incredibly creamy texture. Elements like chocolate drops, brownie pieces, and salted caramel evoke the feeling of a rich dessert and whet the appetite, while the connection to the Magnat brand is conveyed through visual language rather than a literal depiction of the ice cream bar.

A prominent, premium partner logo reinforces the collaboration story, and the updated design allows the new product to stand out within the extensive Danissimo lineup while maintaining the brand’s recognizable, premium feel.

VIEWPOINT also developed the key visual for the Danissimo × Magnat collaboration launch. The design visually combines key product attributes — delicate dessert, ice cream flavor, chocolate, and cookie pieces — to enhance appetite appeal and convey a sense of “double indulgence.”

The key visual was adapted for both horizontal and vertical formats, highlighting the product, the new flavors, and the slogan: “The luxury of double indulgence.”

The result is a dessert that combines the best of both categories, expanding Danissimo’s established territory of indulgence by adding a new, richer dessert experience.