New Zealand's Dow Design was asked to promote the quality of Anchor's Greek-style yoghurt and create a fresh new look for the brand.
The design team wanted the yoghurt to jump out on-shelf, but didn't want to take away from Anchor's “national treasure” status in New Zealand.
As Anchor Greek Yoghurt is a new product, the brief was to make the packaging look fresh and appealing.
Real, natural fruit flavour is promoted on-pack, as well as the thick creaminess of true Greek-style yoghurt.
Dow's design team took milky white and added bright artistic watercolours for real fruit rather than "clichéd fruity montages".
There is even a space on-pack to personalise it with a name:
“It goes to show, you can ‘teach an old brand new tricks’ if you make it relevant, rather than slapping it on like a badge,” says Dow.
Dow Design has been a New Zealand design company for more than 21 years.
