Designed by: R Agency
Junior Art Director – Alisa Mezhenska
Creative Group Head – Dima Liutyi
Designer/Copywriter – Viktor Synkov
Designer – Arman Enokyan
Senior Account Manager – Maria Ursta
Danone Ukraine: Brand Marketing Manager – Svitlana Korniienko
Junior Brand Manager – Mykyta Khairudinov
Moo-yonnaise looks like mayonnaise, tastes like mayonnaise and sounds like mayonnaise, but it’s not. It is a yogurt based sauce that has only 7% fat in contrast to 70% in a typical mayonnaise. Thus, our main goal in design was to convey Moo-yonaise’s yogurt nature and lightness.
Yes, we used cow as a symbol to show that it’s a yogurt in the first place. But don’t jump to conclusions — our label still stands out from other dairy products with it’s non-typical for the category bright colors.
To express the lightness and naturalness of the product, we painted label background with airy clouds that look like a “cow print”.
The sauce name is quite joky. It inspired us to highlight it visually, so we chose a playful font and drew a tongue-showing cow on the foil.
Also our team really fell in love with the Moo-yonnaise cow. So we went further and made a funny Instagram mask with it.