Pack Design
You don’t mess with the number 1 organic yogurt brand in the USA. But Stonyfield needed a pack revamp for its whole range to remain competitive in a rapidly changing market place. Delving into the yogurt buyer mindset we explored just how far an ethical brand is allowed to move on.
Not surprisingly, Stonyfield’s loyal consumers were protective of the essence of the brand - Stonyfield was allowed a make-over, but it had to stay true to its core principles and unique brand equities.
Tricky though it is to pinpoint the fine line between refresh and disruption, the research helped identify the route with the most potential which still felt honestly Stonyfield, as well as discovering insights which helped inform further improvements. There’s no getting away from the fact that taste appeal is just as crucial a message as organic in this market – the fruit simply had to be lush, plump and mouth waveringly promising.
The result is a less cluttered, more directive pack that brings forth the Stonyfield persona.