Yoplait Identity & Advertising Campaign
In this conceptual venture, Yoplait is gearing up for a transformative rebrand, strategically addressing challenges tied to shifting consumer tastes, advertising complexities, and a market favoring modern, health-conscious choices. Aiming to reclaim its global yogurt dominance, Yoplait is pivoting towards a transparent, health-focused, farm-to-table narrative. This overhaul spans a complete redesign—from logo and brand assets to merchandise and packaging. The project envisions a powerful advertising campaign and an impactful annual report to amplify the brand's presence. Rooted in a history of collaboration with 100,000 French dairy farmers since 1964, Yoplait upholds core values like honesty, integrity, ethics, and community. The envisioned attributes—convenience, sustainability, authenticity, and the pursuit of a "Good Life"—are central to this conceptual strategy. Supported by thorough research methods like SWOT analysis, competition matrix, site visits, and persona development, the initiative aligns Yoplait with contemporary consumer expectations.
BEFORE
BRANDING
The rebranded Yoplait logo incorporates a distinctive logotype, carefully designed to exude an authentic, artisanal, and timeless aesthetic. Notably, the letter "p" in Yoplait transforms into a spoon, creating the illusion of it delicately "scooping" the letter "o." This logotype boasts a hand-crafted script, evoking the nostalgic charm of a traditional French bakery menu.
MERCHANDISE
From left to right, Lunch Box Set (Cooler bag, reusable spoon, and freezepack,) tee shirt, overall set (for dairy farmer partners,) reusable tote and advertising.
PACKAGING
Sustainable packaging cup and box designs, made with new paperboard technology. Coupon that would be found in boxes, to promote return purchases. (Note: Yoplait Original and Light are distinguished by color, keeping previous brand equity and consumer buying systems.)
ADVERTISING
SOCIAL MEDIA
ENVIRONMENTAL DESIGN
ANNUAL REPORT
This prototype was created for a class project, with no affiliation to Yoplait or General Mills.
All images, logos, products, videos, and other copyrights or trademarks featured, mentioned, or referred to within the project are the property of Yoplait or General Mills. The use of the trade name, copyright, or trademark in my student portfolio is for identification and reference purposes only and does not imply any association with the copyright or trademark holder of their product or brand. My work is not affiliated, associated, authorized, maintained, sponsored, endorsed by, or in any way officially connected with these copyright or trademark holders. Yoplait or General Mills does not sponsor or endorse any of the shown work. I declare no affiliation, sponsorship, nor any partnerships with any copyright or trademark holders.
