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Pearlfisher Revitalises Danone’s Stonyfield Brand Portfolio

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Pearlfisher Revitalises Danone’s Stonyfield Brand Portfolio

Pearlfisher Revitalises Danone’s Stonyfield Brand Portfolio
December 04
13:23 2013

Pearlfisher New York has created the new brand architecture, identity, and packaging, for Stonyfield, the leading organic yogurt maker.

Pearlfisher’s challenge was to help unify the growing portfolio of baby and kids yogurts, traditional and Greek yogurts, frozen yogurts, milk and cream; and to convey Stonyfield’s unique organic proposition. Stonyfield’s packaging appeared as a house of niche brands; the goal was to bring those niche brands together with a unifying design principle, expressing the true goodness and premium quality that is at the heart of Stonyfield.

Hamish Campbell, Creative Director at Pearlfisher New York comments, “As the Stonyfield portfolio expanded, many of their organic equities became overshadowed by complicated messaging. We brought out the bold lushness of their farms, bringing it to the forefront of the design and helping to celebrate the personality and vibrancy behind the brand.”

To unify the portfolio, Pearlfisher elevated Stonyfield’s primary equities – the field and sky – incorporating sunlit food photography, an ownable illustration style, and two bespoke typefaces to infuse the brand with character and personality, while the refined identity speaks to the brand’s organic equities, evoking farm-fresh ingredients. By isolating Stonyfield’s core equities and
communicating them in a bold and expressive way, Pearlfisher was able to dial up the premium nature of the brand and position it more clearly as the delicious product line it is, full to bursting with flavour and natural goodness. Pearlfisher’s new contemporary design for the brand celebrates the natural
richness of Stonyfield’s organic foods and the result is a vibrant reinvention of the Stonyfield brand, emphasising their premium organic credentials, making them desirable for a new generation.

The new design establishes Stonyfield as a leader in the yogurt category, but also an innovator and pioneers in the organic market overall. Tess Wicksteed, Executive Vice President at Pearlfisher New York explains, “Stonyfield is a healthy business that makes healthy food to help grow healthy people while cherishing a healthy planet. We expressed this holistic approach through the filter of Stonyfield “celebrating the fullness of life.” Our redesign brings this highly motivating idea to life and we look forward to seeing it increasing their influence in the organic market.”

The new Stonyfield range is now available in U.S stores nationwide.


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