Having created the original pack design for the Oykos range, Dragon Rouge was invited to create the new sub brand and packaging. The design business aimed to build on the brand’s existing design cues to achieve standout and ‘true buy-me appeal’. It coined the sub brand ‘Heavenly’ and applied this to the new twin-pack wrap and lid, leveraging the established semiotic codes to create an even more sophisticated and premium look and feel.
“We are really excited about the launch of Oykos Heavenly,” said Danone senior brand manager Esmé Roger. “The combination of our heavenly new flavours with sumptuously rich and creamy yogurt makes Oykos Heavenly a perfect evening ‘me time’ treat. We are confident that the look and feel of Oykos Heavenly will help us cement consumer perceptions of Oykos as a truly luxurious and indulgent brand.”
Danone’s premium Greek-style yogurt Oykos has established an impressive position in the indulgent yogurt fixture, exceeding forecast expectations with sales of £29.2m, attaining 12% of the total luxury dessert market and a position as the second largest luxury yogurt brand in the UK.
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