YO&GO. YOUR YOGHURT. YOUR RULES.

TitleYO&GO. YOUR YOGHURT. YOUR RULES.
BrandYO&GO
Product/ServiceYO&GO
Category E01. Food / Drink
Entrant KIRZHACH DAIRY PLANT Mytishi, RUSSIA
Idea Creation DEPOT BRANDING AGENCY Moscow, RUSSIA
Credits
Name Company Position
Alexey Andreev Depot branding agency CEO
Alexey Baiteev Depot branding agency Designer
Alexey Fadeev Depot branding agency Creative Director
Alexandra Fedoseeva Depot branding agency Copywriter
Andrey Gladkov Depot branding agency Designer
Nikita Ivanov Depot branding agency Art Director
Tatiana Mikolaevskaya Depot branding agency Designer
Ksenia Parkhomenko Depot branding agency Executive Director
Anna Rozhnova Depot branding agency Project Manager
Anastasia Tretyakova Depot branding agency Associate Creative Director
Daria Vedernikova Depot branding agency Communications Director

Background

It’s a given that fruit yogurts are supposed to be delicious, natural and healthy. Packaging follows several tried and tested tenets: a logo stating the brand, a fruit photo to show the taste, additional advantages and inspiration according to taste.

Describe the creative idea (40% of vote)

Yo&Go is a functional yogurt containing A2 milk and Beta Glucan. It’s targeted towards young, active go-getters whose lifestyle is dynamic and spontaneous. Our task was to create a packaging design that is relevant to both the product and its audience. We began with an ergonomic, easy-to-hold packaging shape, pleasant to the eye and easy to grab and go. We broke with convention and placed an over-sized logo on one side and a bold fruit composition on the other. The logo typography reflects the contrasts and vibes of modern life. The fruit composition is light and dynamic yet balanced. The packaging is light on words, but is eye-catching and appeals to the hearts of the audience.

Describe the execution (40% of vote)

We began with an ergonomic, easy-to-hold packaging shape, pleasant to the eye and easy to grab and go. We broke with convention and placed an over-sized logo on one side and a bold fruit composition on the other. The logo typography reflects the contrasts and vibes of modern life. The fruit composition is light and dynamic yet balanced. The packaging is light on words, but is eye-catching and appeals to the hearts of the audience.

List the results (20% of vote)

It’s a given that fruit yogurts are supposed to be delicious, natural and healthy. Packaging follows several tried and tested tenets: a logo stating the brand, a fruit photo to show the taste, additional advantages and inspiration according to taste. Yo&Go is a functional yogurt containing A2 milk and Beta Glucan. It’s targeted towards young, active go-getters whose lifestyle is dynamic and spontaneous. Our task was to create a packaging design that is relevant to both the product and its audience.