Danone – Light & Free

Design Agency: Dragon Rouge
Project Type: Produced, Commercial Work
Packaging Content: Yogurt
Location: UK

With Danone’s mission to bring healthy food to as many people as possible, they identified the opportunity to develop a truly great tasting Greek Style yogurt brand with real fruit pieces. Aimed at young adults, Light & Free has over 30% fewer calories than most full fat fruit yogurts and is made with no added sugar and zero fat, it contains naturally occurring sugars to meet the needs of the health conscious target. Danone approached Dragon Rouge London to help create the new brand.

Building on the upbeat name Light & Free, we set about creating a joyful, dynamic and stylish look and feel, designed to achieve a distinctive presence in the yogurt chiller.

In a range of 5 enticing fruit flavours, with fun flavour names, like ‘Cherry Charmer’ and ‘Blueberry Burst’, the 4-pack sleeve design features light-hearted hand-crafted line drawings of stylish young women ‘wearing’ fruit dresses – breaking the usual yogurt category codes. The individual pots are adorned with hand-drawn lifestyle-oriented accessories – based on music, sport and fashion connections – complemented by real fruit imagery to add appetite appeal, colour and a touch of humour.

Aloys de Parscau – Senior Brand Manager at Danone comments:
“Having been on an inspiring journey, with the launch of Light & Free, we’ve arrived at a new brand with real stand out and buy-me appeal. Supported by a memorable advertising campaign, we look forward to great brand exposure with Light & Free – a brand that gives everyone the option to enjoy their own little pot of positivity.”

Steve Irvine, Creative Director at Dragon Rouge comments:
“It’s not often we have the chance to create a completely new brand where clients give us license to explore a variety of design avenues. In Light & Free’s case we won the pitch based on a design aimed at tuned-in adults, interested in looking after themselves, being active and staying positive. We then worked closely with the Danone team to realise their ambition of doing something really different on a crowded shelf. The ultimate design has bravely gone where no yogurt branding has gone before!”

Light & Free launches into Waitrose and Tesco stores nationwide on 18 April 2016 and into other major multiples later this month.