Danone planned to launch an innovative yogurt drink which effectively reduces people’s blood cholesterol levels. The company needed a new brand identity to convey this new concept in a clever way.
It was necessary to develop a distinctive style for the brand to clearly set it apart from other functional food products in the dairy section. This design needed to communicate the brand positioning, which was unique at the time of the product launch. At the same time, the company wanted to communicate the product’s benefit without violating any legal regulations regarding medical healing claims.
The color green stands for the plant-based active ingredient. The heart-arrow symbol and the slim, concave shape of the bottle reflect the cholesterol-reducing impact. The design used for each type of Danacol effectively identifies the purpose of the product as well as its flavor.
Danacol has already been launched successfully in many European markets.