Yogurt Textures Differentiation Concurso terminado

Make plain yogurt interesting and easy to understand!

Início 04 de Agosto de 2016 Fim 17 de Agosto de 2016, 23:59 UTC Deliberação Resultados Outubro de 2016
Início
04 de Agosto de 2016
Fim
17 de Agosto de 2016, 23:59 UTC
Resultados
Setembro de 2016
Briefing

Contexto

When you walk into the dairy section of the supermarket, you see many dairy products and a sea of different kinds of yogurts. Yogurt has been given such a spacious aisle because it’s a tremendously convenient food that’s great for many moment of consumption and also nutrient-rich, thanks to the specifically selected ferments.

Out of all the types of yogurt, plain yogurt is very special and noteworthy. Unadulterated and unflavored plain yogurt has all the health benefits without adding extra sugar. However, it has lost its perception of being essential, healthy and tasting great due to a lack of communication. Consumers don’t know the variety of plain yogurts and why they should choose it compared to other dairy products (like dairy based desserts or puddings)

Danone, a world leading food company, believes that there is still a lot of potential for plain yogurt as it is natural, simple and authentic. Danone wants to communicate better regarding plain yogurt.

Can you help Danone to make plain yogurt interesting and easy to understand?

Desafio Criativo

Create a simple, impactful and easy-to-understand visual system for different textures of plain yogurt.

Plain yogurt is white, natural and simple, with only milk and ferments. Adding fruits or other elements in a yogurt is just additional. It comes from a natural process: fermentation and different expertise to create a wide variety of textures. We’d like you to design a visual system to represent four main textures of plain yogurt, helping consumers to differentiate between them. It can be icons, illustrations, etc., anything as long as it can be adapted to new forms of yogurt and anyone, whatever their age, could easily understand it.

Your design should also work across different formats of packaging (pot, bottle etc.). Please use the blank pot provided in the creative toolkit to illustrate how your visual system would look like on a pack (the only spaces you can design are the rectangular label and the round label on the top). Bear in mind that each pack has its constraints in terms of visual architecture. Your visual system should be only a part of it, rather than taking up all the space. For your information, here is what the current range of products looks like:

(From left to right, set yogurt by 4 & by 16 packs, stirred yogurt by 4 & by 16 packs, Fresh cheese - 1kg pot, drink yogurt - 50cl bottle)

Here’s an example of each texture and some descriptions to help you better understand the differences:

(From left to right, set yogurt, stirred yogurt, Fresh cheese, drink yogurt)

  • Set yogurt is the original texture, also known as French-style yogurt. Set yogurts are fermented in tubs or in pots, which results in a firmer texture that can be cut with a spoon. The texture looks shiny, thick, slightly sticky and characteristically has a flat surface. You can get a stirred yogurt from a set one through a stirring action.
  • Stirred yogurt is made when fermentation is carried out in bulk before being processed in individual pots. Stirred yogurt is more liquid and acid, but has the same benefits as the set yogurt. It is also known as “Bulgarian style” yogurt in reference to one of the 2 key ferments it is made from, called “lactobacillus bulgaricus”.
  • Fresh cheese is made of stirred yogurt mixed with other natural ingredients that thicken the body. It has a rich, creamy and silky texture.
  • Drink yogurt is produced in a similar way to stirred yogurt. The action of mixing the body transforms the texture into something liquid.

The visual system should be simple enough to be presented on a pack, on a shelf or in communications. Think about how it looks like on different packaging formats: pots, bottles or packs. Your design shouldn’t be scientific or a technical explanation. It needs to look desirable and increase people’s appetite. Simplicity and dayliness are key to yogurt.

On a separate page, please answer the following questions:

  1. Why is your design clear so that consumers can see the difference in texture?
  2. How will it bring greediness and make people want to buy the yogurts?
  3. How does your visual system differentiate between the 4 textures?

Dicas

Os exemplos são fornecidos apenas para ilustrar as nossas expectativas. Favor não usá-los em sua apresentação ou ela será rejeitada.

An example of a bad idea, would be a color-based visual system. We’re looking for a more sophisticated expression of the textures. It has to be consistent with the product and easy to understand.

Prêmios

Prêmio do Júri

  • #1 Prêmio € 2.000
  • #2 Prêmio € 1.000
  • #3 Prêmio € 500

Formato

Presentation with texts and visuals. Maximum 3 pages (PDF), including your design to be done using the template provided in the creative toolkit.

Critérios de seleção

The winning entry has to be easy to understand, work well on all packaging and be adaptable to other forms of yogurts. The winning designs will be the ones that have the potential to work on different packaging formats (pots, bottles and packs).

Orientações

Orientações para esse concurso

  • Entries should be in English or French.
  • Please answer the questions above.
  • Please don’t create a new product or new texture. We’re looking for a visual system for existing products.
  • Please use the template provided in the creative toolkit. The only spaces you can design are the rectangular label and the round label on the top
  • You can refer to the texture board:
  • As entradas selecionadas serão utilizadas na Internet. As autorizações e licenças de uso de elementos protegidos (incluindo músicas, fotos…) devem ser compatíveis com a difusão na Internet. Você deve poder nos fornecer uma prova escrita dessas autorizações e licenças a qualquer momento.

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