Tapping into the shift from calorie-restricted to value-added eating in the United States, General Mills wanted to highlight Yoplait's authentic connection with France and French food values with a new cup-set yogurt brand that is made for - and is reflective of - consumers' evolving tastes.
The name was an essential aspect of the brand's strategy - affirmative and approachable, 'Oui' cues the product's French roots, while Yoplait's endorsement builds new equity and credibility, arming it as it moves into the future. Our design took inspiration from French-style cursive handwriting, the rounded strokes of the Oui mark evoke a carefree and approachable aesthetic, while the handmade nature of the product is further mirrored in the watercolor texture in the letterforms. Reflecting the French countryside and French kitchens, the blue palette has become a key equity against new glass pot structure which reflects the brand's premium nature in a sustainable way.
As part of a long-standing partnership with General Mills, Pearlfisher was tasked with creating the first sub-brand of Yoplait. A key objective for the brand was to help drive reappraisal of the overall Yoplait brand.
The name was an essential aspect of the strategy - 'Oui' is affirmative, approachable and cues the product's French roots, while the Yoplait endorsement builds new equity and credibility. Through the strategy, Pearlfisher breathed life to the brand and established its visual territory.
As the design was rooted in the French countryside, the choice of blue was a delightful way to relate back to French kitchens. Paired with illustration and watercolor patterns, the design highlights the product's authenticity. The glass pot structures reinforce the premium nature of the yogurt in a sustainable way, and have already become a coveted container for consumers.