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 esthetic 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.