The client asked for a lightsome and positive identity that will help him to target mothers who care about natural ingredients and choose best products for their families.
This project began with a search for a name that reflects on organic quality of the product. We decided to go with an ineVITAble latin word vita (life) + yogurt = Vitagurt
Greek yogurt is extremely soft yet holds its shape even when you spoon it out. In a way, it reminds of a cloud. I followed the idea of softness, airiness and tenderness of a truly natural thing and came up with the whole cloud-on-a spoon concept that was inspired by the product itself.
In order to position the brand away from competitors we decided not to use popular on the yogurt market image of fruits and berries. To keep things simple, yet still emotional, I stuck with plain shapes and clean colours. Each flavour associates with a different colour and different type of pattern placed on a small kite next to the logo. Typographic smile under the logo was a final touch that adds to a brand’s friendliness.
Packaging was another important part of the project: I created a bellied shaped container for drinking yogurt. It conveniently fits into a hand, purse or a school bag, at the same time holds enough tasty yogurt for a healthy snack on the go.
Design/Art direction: Irina Hasselbusch
Animation: Misha Petrick
Naming: Irina Hasselbusch
3D: Pavel Gubin