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YQ by Yoplait

Expanding on the offerings within the General Mills portfolio in a distinctive way, we developed the brand strategy and the design system for YQ by Yoplait, a new yogurt range with a considered approach to wellbeing.

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GDUSA Graphic Design Awards

To complement a product saturated with positivity and mindfulness when it comes to healthy food choices, we constructed the strategy, design, tone of voice and the visual identity design for YQ by Yoplait, which reflects the straight-forward, no nonsense personality of the brand.

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. The simplicity of the typography on the face of each yogurt cup illustrates the brand's desire 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.

The aesthetic extends beyond the identity systems in order to contribute an intuitive and protein-forward into the packaging design, as well.

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