Vitagurt

Designer: Irina Hasselbusch
Design/Art direction: Irina Hasselbusch
Animation: Misha Petrick
Project Type: Produced, Commercial Work
Client: Food Production
Location: London, UK
Packaging Contents: Yogurt, Greek yogurt

Task
The client asked for a lightsome and positive identity that will help him to target mothers who care about natural ingredients and choose the best products for their families.

Naming
This project began with a search for a name that reflects organic quality of the product. We decided to go with an ineVITAble the Latin word ‘vita’ (life). Vita + yogurt = Vitagurt

Сonception
Greek yogurt is extremely soft yet holds its shape even when you spoon it out. In a way, it reminds a cloud. I followed the idea of softness, airiness and tenderness of a truly natural thing and came up with the whole cloud-on-a spoon concept that was inspired by the product itself.

In order to position the brand away from competitors we decided not to use an image of fruits and berries popular in the yogurt market. To keep things simple, yet still emotional, I stick to plain shapes and clean colours. Each flavour associates with a different colour and different type of pattern placed on a small kite next to the logo. Typographic smile under the logo was a final touch that adds to a brand’s friendliness.

Packaging
Packaging was another important part of the project: I created a bellied-shaped container for drinking yogurt. It conveniently fits into a hand, purse or a school bag, at the same time holds enough tasty yogurt for a healthy snack on the go.