YQ by Yoplait

When eating sweeter gets replaced by eating better, what’s the smart choice?

Following the successful launch of sub-brands within the Yoplait portfolio, such as Oui by Yoplait, General Mills approached us with the task of designing for a protein-forward, low-sugar yogurt recipe – YQ by Yoplait.

YQ by Yoplait

Bold and simple, YQ by Yoplait brings wit and approachability to a space swimming in sameness. Made with an ultra-filtration process that reduces the amount of lactose in each cup, YQ by Yoplait offers a considered approach to wellness.

To complement the product's purpose, which is saturated with positivity and mindfulness when it comes to healthy food choices, we constructed the brand to offer consumers more of what they need and less of what they don’t. In fact, the nutritional value of each flavor is framed by the letter “Q”, like a magnifying glass bringing the protein and sugar intake into direct view.

YQ by Yoplait confidently disrupts obvious category clichés. The dark-grey color palette stands as an impactful presence in the yogurt aisle, stepping away from convention and cueing a more gender-neutral product. Differentiation between each of the eight flavors is established by a distinct, yet subtle color to mirror the lightness of each recipe.

Each element combines with the straight-forward tone of voice to say YQ is a smart selection – there's no sugarcoating that fact.

Client

General Mills

Mode of life

Taste

Sector

Dairy

Awards

Food and Beverage Awards: First Place

Pentawards: Shorlist

GDUSA Package Design Awards: Winner

GDUSA Graphic Design Awards: Winner

Core77 Design Awards: Notable and Community Choice Prize

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