Actimel packs repositioned thanks to Dragon Rouge design

Brand design specialist Dragon Rouge has aided Danone to revamp the look of its Actimel packs

A new “warmer, more approachable” logo has been developed while the packaging for the yogurt drink has, according to Dragon Rouge, been simplified and modernised. The brief required the agency to achieve impactful brand blocking.

Dragon Rouge used sunrise iconography, above the Actimel name, to reflect morning. It added that the new pack design’s typographic style “communicates enjoyment and accomplishment and this is strengthened by the choice of vibrant colours used across all 13 variants in the range”.

Actimel assistant brand manager Joel Kirstein said: “We’re confident the new Actimel packaging design achieves our aims. Testing of the new design showed promising results and we’re excited to see the end result hit the shelves this April.”