Danone is establishing its profile in functional dairy arena offering the UK consumers the premium Greek-style product range Oykos.

This category has traditionally been dominated by big pots of natural varieties in the UK. However, recent introductions by Muller and Danone’s own Activia Greek-Style with fruit in single portion packs have enlivened the fixture and ensured the sector is in growth. The Danone team approached Dragon Rouge to help create a brand of creamy Greek-style yogurt with fruit that would be premium, distinctive and with strong potential for long-term success.

The client said: “Dragon Rouge has developed a highly impactful design for Oykos which communicates clearly the key brand values of luxurious taste and premiumness, as well as being extremely modern and dynamic. When we researched this pack design we saw it had a very positive influence on purchase intent and also fantastic standout vs the competitive set.”

Dragon Rouge’s Design Director, Jon Bailey added: “We wanted to create a bold and impactful design that was deliberately different to the category. We steered away from the traditional Greek cues to hero the product qualities within the ‘O’ of the brand mark.”

Danone Oykos will be available nationwide from May 2012.

Photo: Danone’s new Greek-style yogurt Oykos, designed by Dragon Rouge London