Expanding on the offerings within the General Mills portfolio in a distinctive way, we developed the brand strategy and the design system for YQ by Yoplait, a new yogurt range with a considered approach to wellbeing.
Confronting consumer fatigue due to navigating diet culture, the recipe is made through an ultra-filtration process, which reduces the amount of lactose in each cup and, consequently, yields a high-protein recipe with less sugar. As part of a product innovation and positioning process alongside General Mills, we constructed the strategy, design and tone of voice for YQ by Yoplait. One aspect of this includes the philosophy, "we're not going to sugarcoat this", which reflects the straight-forward, no nonsense personality of the brand.
To complement a product saturated with positivity and mindfulness when it comes to healthy food choices, we created the visual identity design for YQ by Yoplait to abide by the design essence, "supportive focus".
The dark-grey color palette stands as an impactful presence in the yogurt aisle, stepping away from convention and cueing a more gender-neutral product. Differentiation between each of the eight flavors is established by a distinct, yet subtle color to mirror the lightness of each recipe. The simplicity of the typography on the face of each yogurt cup illustrates the brand's desire to offer consumers more of what they need and less of what they don't. In fact, the nutritional value of each flavor is framed by the letter "Q", like a magnifying glass bringing the protein and sugar intake into direct view.
The visual and verbal identity systems also include a variety of in-store, online and merchandising campaign collateral for the launch of the brand. This aesthetic extends beyond the identity systems in order to contribute an intuitive and protein-forward into the packaging design, as well.
Our YQ branding solution is a true reflection of the bold move General Mills made to launch such a distinctly focused product. The brand now boasts a flexible and impactful design system that confidently disrupts obvious category clichés. Bold and simple, our creation of YQ by Yoplait brings wit and approachability to a brand with something new to offer in the yogurt aisle.
VP of Marketing at General Mills, Doug Martin, says, "[The design agency] broke every category convention with their design on YQ by Yoplait. There's no white cup, no splash of fruit in milk, no traditional taste cues that people have come to expect. But in so doing, they've brilliantly showed us this new product is not something expected and warrants another look at shelf."
Since its launch, YQ by Yoplait has won both a GDUSA Graphic Design Award and a GDUSA Package Design Award.