Yogurt Textures Differentiation Contest Ended

Make plain yogurt interesting and easy to understand!

Start August 04, 2016 End August 17, 2016 23:59 UTC Deliberation Results Delayed
Start
August 04, 2016
End
August 17, 2016 23:59 UTC
Results
September 2016
Brief

Context

When you walk into the dairy section of the supermarket, you see many dairy products and a sea of different kinds of yogurts. Yogurt has been given such a spacious aisle because it’s a tremendously convenient food that’s great for many moment of consumption and also nutrient-rich, thanks to the specifically selected ferments.

Out of all the types of yogurt, plain yogurt is very special and noteworthy. Unadulterated and unflavored plain yogurt has all the health benefits without adding extra sugar. However, it has lost its perception of being essential, healthy and tasting great due to a lack of communication. Consumers don’t know the variety of plain yogurts and why they should choose it compared to other dairy products (like dairy based desserts or puddings)

Danone, a world leading food company, believes that there is still a lot of potential for plain yogurt as it is natural, simple and authentic. Danone wants to communicate better regarding plain yogurt.

Can you help Danone to make plain yogurt interesting and easy to understand?

Creative Challenge

Create a simple, impactful and easy-to-understand visual system for different textures of plain yogurt.

Plain yogurt is white, natural and simple, with only milk and ferments. Adding fruits or other elements in a yogurt is just additional. It comes from a natural process: fermentation and different expertise to create a wide variety of textures. We’d like you to design a visual system to represent four main textures of plain yogurt, helping consumers to differentiate between them. It can be icons, illustrations, etc., anything as long as it can be adapted to new forms of yogurt and anyone, whatever their age, could easily understand it.

Your design should also work across different formats of packaging (pot, bottle etc.). Please use the blank pot provided in the creative toolkit to illustrate how your visual system would look like on a pack (the only spaces you can design are the rectangular label and the round label on the top). Bear in mind that each pack has its constraints in terms of visual architecture. Your visual system should be only a part of it, rather than taking up all the space. For your information, here is what the current range of products looks like:

(From left to right, set yogurt by 4 & by 16 packs, stirred yogurt by 4 & by 16 packs, Fresh cheese - 1kg pot, drink yogurt - 50cl bottle)

Here’s an example of each texture and some descriptions to help you better understand the differences:

(From left to right, set yogurt, stirred yogurt, Fresh cheese, drink yogurt)

  • Set yogurt is the original texture, also known as French-style yogurt. Set yogurts are fermented in tubs or in pots, which results in a firmer texture that can be cut with a spoon. The texture looks shiny, thick, slightly sticky and characteristically has a flat surface. You can get a stirred yogurt from a set one through a stirring action.
  • Stirred yogurt is made when fermentation is carried out in bulk before being processed in individual pots. Stirred yogurt is more liquid and acid, but has the same benefits as the set yogurt. It is also known as “Bulgarian style” yogurt in reference to one of the 2 key ferments it is made from, called “lactobacillus bulgaricus”.
  • Fresh cheese is made of stirred yogurt mixed with other natural ingredients that thicken the body. It has a rich, creamy and silky texture.
  • Drink yogurt is produced in a similar way to stirred yogurt. The action of mixing the body transforms the texture into something liquid.

The visual system should be simple enough to be presented on a pack, on a shelf or in communications. Think about how it looks like on different packaging formats: pots, bottles or packs. Your design shouldn’t be scientific or a technical explanation. It needs to look desirable and increase people’s appetite. Simplicity and dayliness are key to yogurt.

On a separate page, please answer the following questions:

  1. Why is your design clear so that consumers can see the difference in texture?
  2. How will it bring greediness and make people want to buy the yogurts?
  3. How does your visual system differentiate between the 4 textures?

Tips

The examples are only provided to illustrate our expectations. Please do not use them in your submission or it will be rejected.

An example of a bad idea, would be a color-based visual system. We’re looking for a more sophisticated expression of the textures. It has to be consistent with the product and easy to understand.

Prizes

Jury's Prize

  • #1 Prize €2,000
  • #2 Prize €1,000
  • #3 Prize €500

Format

Presentation with texts and visuals. Maximum 3 pages (PDF), including your design to be done using the template provided in the creative toolkit.

Winning Criteria

The winning entry has to be easy to understand, work well on all packaging and be adaptable to other forms of yogurts. The winning designs will be the ones that have the potential to work on different packaging formats (pots, bottles and packs).

Guidelines

Guidelines for this contest

  • Entries should be in English or French.
  • Please answer the questions above.
  • Please don’t create a new product or new texture. We’re looking for a visual system for existing products.
  • Please use the template provided in the creative toolkit. The only spaces you can design are the rectangular label and the round label on the top
  • You can refer to the texture board:
  • Selected entries will be used on the Internet. Authorizations and licenses to use protected elements (incl. music, photos..) must be compatible with Internet broadcasting. You must be able to provide a written proof of these authorizations and licenses at any time.

eYeka standard guidelines

  • Do not show any personal details in the entry (name, contact number, e-mail address, etc.).
  • Keep the source files / working files of your entry until the winners have been announced as they may be needed.
  • Your participation must comply with the rules you accepted when you joined the contest.
  • Your entry has to be your own work to be considered into the contest. If you have included protected elements (music, photographs, designs, fonts, etc.), make sure to fill in the Legal Information section when you upload. You may be asked to provide the authorizations and licenses to use such elements.
  • You must be able to provide the written authorizations from each of the authors and actors who have contributed to the entry.
  • Do not depict sexual, violent, religious, political content or any illicit content as per the rules.
  • Any entry that fails to comply with these rules will not be considered for the contest.