Oui by Yoplait

In a category defined by plastic, how do you say yes to tasty and sustainable alternatives?

Recently, American appetites have moved away from calorie-restricted to value-added eating, giving General Mills the opportunity to create a product for and reflective of modern consumers.

Oui by Yoplait

With holistic health as their focus, consumers are embracing indulgent eating in moderation, which is inherent in French food values. Seeing this shift, General Mills had the chance to highlight Yoplait’s authentic connection to France and French food values in the United States yogurt market.

Through the sub-brand strategy, name, brand identity, package design and brand guidelines, we created Oui by Yoplait as an expressive brand poised to be a beloved choice for consumers. The design strategy pays homage to the French-style cursive handwriting. The rounded strokes of Oui evoke a carefree and approachable aesthetic while the handmade nature of the product is highlighted further through the watercolor texture in the letterforms.

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. 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.

Client

General Mills

Mode of life

Nature

Taste

Sector

Dairy

Awards

PAC Global Leadership Awards: Sustainable Design

Transform Awards (North America): Bronze in Best Use of Packaging

GDUSA Package Design Awards: Winner

Core77 Design Awards: Runner-up for Best Packaging

Media inquiries
Chantal Goodman
chantal@pearlfisher.com
 
London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
briefldn@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
briefnyc@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
briefsf@pearlfisher.com
Media inquiries
Chloe Wood
chloe@pearlfisher.com
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
david@pearlfisher.com