Oui by Yoplait

Tapping into the shift from calorie-restricted to value-added eating in the United States, General Mills wanted to highlight Yoplait’s authentic connection with France and French food values with a new cup-set yoghurt brand that is made for - and is reflective of - consumers' evolving tastes.

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The name was an essential aspect of the brand’s strategy - affirmative and approachable, ‘Oui' cues the product’s French roots, while Yoplait’s endorsement builds new equity and credibility, arming it as it moves into the future.

Taking inspiration from French-style cursive handwriting, the rounded strokes of the Oui brand mark evoke a carefree and approachable aesthetic whilst the handmade nature of the product is further reflected in the watercolour texture in the letterforms. Reflecting the French countryside and French kitchens, the blue palette has become a key equity against new glass pot structure which reflects the brand’s premium nature in a sustainable way.

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