The New Activia Packaging Conveys Its Yogurt is a Slimming Snack
Laura McQuarrie — April 10, 2014 — Lifestyle
References: pixonal.prosite & thedieline
Pixonal was recently asked to give Activia yogurt cups a refreshing new look and the results are very true to the brand's identity. The new packaging includes a reconfigured yogurt cup, which has a slightly bowed shape, suggestive of a shapely figure with flattering curves. This shape also is one that seems to be a throwback to Activia's belly-dancing ads, which helped to give the yogurt brand a boost, suggesting movement and a healthy digestive system with its probiotic culture.
As well as a slightly bowed carton, the front of the new packages prominently feature an image of each flavor. The yogurt containers also suggest slimness visually with the same curvy shape, which is some visual trickery that also works well. From the outside, the yogurt cups don't seem to contain any less product, but it does seem to convey you'll be eating less and indulging in a healthy snack at the same time.
As well as a slightly bowed carton, the front of the new packages prominently feature an image of each flavor. The yogurt containers also suggest slimness visually with the same curvy shape, which is some visual trickery that also works well. From the outside, the yogurt cups don't seem to contain any less product, but it does seem to convey you'll be eating less and indulging in a healthy snack at the same time.
Trend Themes
1. Slimming Packaging - Opportunity for disruptive innovation in creating packaging that visually conveys slimness and healthy snacking.
2. Curved Design - Opportunity for disruptive innovation in utilizing curved shapes in product design to convey health and movement.
3. Visual Trickery - Opportunity for disruptive innovation in using visual elements to create an illusion of eating less while still indulging in a healthy snack.
Industry Implications
1. Food Packaging - Opportunity for disruptive innovation in reimagining food packaging to convey health, wellness, and slimness to consumers.
2. Food and Beverage - Opportunity for disruptive innovation in creating and marketing healthy snacks that appeal to consumers looking for slimming options.
3. Product Design - Opportunity for disruptive innovation in incorporating curved shapes and visual illusions in product design across various industries.
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