CONRAN DESIGN GROUP CREATES NEW GLOBAL DANONE BRAND IDENTITY
London: Conran Design Group (Conran) has undertaken a redesign of Danone’s global brand identity. The new identity will be rolled out from
7 July 2017 and will begin to be endorsed by the Danone brands from 2018.
Conran has created an identity that not only reflects Danone’s commitment to delivering a positive food future but also embraces Danone’s new ‘One Planet. One Health’ positioning. The company wants to help consumers adopt healthier choices and more sustainable eating and drinking habits — an approach the company feels is not only important to its consumers but also central to its own ethos and future strategy.
Conran was tasked with creating a more meaningful visual expression, one that better captures the emotional potential of the ‘child star’ graphic, while inviting consumers and stakeholders to engage with the new positioning. The creative solution is realised through a watercolour and hand-drawn treatment: embracing the earth, water and the planet as a whole and communicating a strong sense of humanity.
The ‘child’ is now more lifelike, natural and expressive and has a stronger connection to the star, conveying a renewed optimism and aspiration for the future.
Conran pitched for the work in November 2016 and was appointed in February 2017. Speaking about the work, Thom Newton, CEO & Managing Partner, Conran Design Group said, ‘We were incredibly excited to develop a brand that we consider to be iconic. The outcome of our partnership with Danone is a refreshed brand identity that is sensitive to the original, but now feels more human, distinctive and better in line with Danone’s strategic ambitions.’