Task: to redesign the TEOS drinking yogurt line - move away from the typical design of the yogurt category in favor of topics relevant to the young target audience.
Solution:TEOS is a brand of high-protein yoghurts: creamy and drinking. The Client decided to shift its focus from the previously used “Greek” yogurt positioning territory to the territory of a modern dynamic food product for people leading a healthy lifestyle.
The PG team made the design more concise, which increased the readability of all packaging elements, and also highlighted the taste of the product through a large food zone and color differentiation. Hallmarks play an important role here: “pure composition”, “sugar free”, “13 grams of protein” - the information that is important to know for a person, who maintains a healthy lifestyle, so they stand out noticeably on the packaging. The sporty character of the brand was emphasized with the help of a new descriptor “ACTIVE” and a dynamic plate under it. The TEOS logo has also changed a bit: it was decided to abandon the column in the letter T and keep a strict, even font throughout the brand.
Now the packaging has more emphasis on naturalness and high protein content in the product, and the brand image has become more strict and rational.
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