Danone:
Refreshing a brand to bring it back to it’s roots around food
In 2022, Danone had a change of CEO, and with that, launched a brand new business strategy called ‘Renew Danone’. With this new direction, their intention was to take Danone back to it’s roots of being a food company that ‘brings health through food’.
After visiting Paris to conduct a workshop with their brand team to determine a set of four anchoring design principles, we looked back through the previous 100 years of Danone’s advertising for inspiration to help influence our refreshed look and feel.
Utilising a set of three stripes as a constant across their designs (as it’s a prominent feature on numerous products and adverts dating back to their first yoghurt pot), other elements such as typography, colour and graphic shapes were also heavily influenced by previous design cues from years gone by.
At the time of writing, this project was about to go into production.
Work carried out at Conran Design Group.
Having design principles as anchor points, we then highlighted standout design cues from Danones past.
Drawing on these design cues helped us to form an updated toolkit.
Stripes are a constant across Danone's visual language.
Utilising cut-out imagery helped to bring dynamism to Danone's product range across communications.
Graphic shapes could also act as a holiding shape for photography.
