PepsiCo Design & Innovation (USA)
Project Title: Müller US Redesign
Client or Class Name: PepsiCo - PepsiCo.com
In the ever changing landscape of the yogurt category, there was a need to tell a more relevant and engaging brand story. A complete repositioning and redesign across the US Müller product portfolio resulted in a rich, layered story authentic to the brand’s European heritage, dairy expertise and delicious flavor experience – all crafted together to help elevate Müller yogurt.
The previous designs were a very pragmatic execution to educate consumers on the corner pot innovation. However, it struggled to convey the exquisitely creamy taste experience of the yogurt and ingredient pairings at shelf. The brand’s key points of communication took a backseat to the nutritional facts and ingredient statements.
The objectives of the Müller redesign centered on shifting the focus back to the rich yogurt and flavor experience with a dominant bulls-eye treatment across the portfolio. The face panel had it’s own challenges, due to it small footprint and the constraint to stay with the existing structure. By breaking category convention and running the graphics vertically on the top panel, it created a faux wrap effect that connects the first point of connection, the side panel, with the top panel that heroes the story.
PepsiCo Design & Innovation