Saltmine creates new design work for Danone Murray Goulburn’s Epic + Greek style yoghurts

Saltmine Design Group has announced two new project wins with global dairy brand, Danone, which include the launch of a new children’s yoghurt range, ‘Epic’, and the redesign of its popular Greek style yoghurt range.

Epic is a category first for Danone, venturing into the kids yoghurt category, which they have not previously played in. The design for the new brand, created by Saltmine, is the result of a brand partnership with 20th Century Fox, to coincide with the launch of its new film release of ‘Epic’, which appears in cinemas in June.

Danone identified an opportunity in the yoghurt category stemming from the insight that there is a steep decline in dairy consumption of Australian children from the age of five. With this in mind, they set out to create a fun and engaging way to get dairy products into the hands of young consumers.

Each of the four fruit variants features engaging imagery of the lead characters from the movie, in a natural garden setting. The underlying natural theme of both the film and product is further enhanced by the real fruit photography on pack. The product is packaged in a convenient pouch format and contains ‘tummy friendly’ probiotics for healthy little tummies.

Says Emily Tolliday, Danone brand manager: “The challenge we put to Saltmine was to make Epic stand out from the competition on shelf and have a bit of fun with the packaging and design – they did a great job of bringing the film to life on-pack whilst communicating the natural cues of the product range.”

Following the design success of the Epic range, Danone enlisted Saltmine’s skills in packaging design, food styling and photography to update and create a new visual identity for its Greek style yoghurt range.

A key obstacle that Danone faced was a disconnect in consumers’ minds between the packaging and the actual taste of the product.

Says Tolliday: “We wanted to make sure the pack looked as good as the product tastes.”

The first objective was to bring the flavour forward on pack. There is an increasing category trend towards ‘wholeness’ and ‘realness’; therefore portraying the real dairy and fruit ingredients photographically on pack was essential.

The next step was to dial back the overt Greek cues used in the original design and take more of a modern approach by introducing a more homely, rustic influence from the Mediterranean.

Unlike any other brand in its category, a metallic silver ribbon symbol was incorporated into the design and runs vertically through the packaging, increasing the brand’s premium cues.

Says Tolliday: “Saltmine really cracked the brief on this one, we are thrilled with the new design as it speaks to the modern-day foodie, whilst still offering hints of the authentic look and feel of the region.”