Yogurt Textures Differentiation 比赛结束

Make plain yogurt interesting and easy to understand!

开始 2016年8月04日 结束 2016年8月17日 23:59 UTC 审议 结果 2016年10月
开始
2016年8月04日
结束
2016年8月17日 23:59 UTC
结果
2016年9月
简介

背景

When you walk into the dairy section of the supermarket, you see many dairy products and a sea of different kinds of yogurts. Yogurt has been given such a spacious aisle because it’s a tremendously convenient food that’s great for many moment of consumption and also nutrient-rich, thanks to the specifically selected ferments.

Out of all the types of yogurt, plain yogurt is very special and noteworthy. Unadulterated and unflavored plain yogurt has all the health benefits without adding extra sugar. However, it has lost its perception of being essential, healthy and tasting great due to a lack of communication. Consumers don’t know the variety of plain yogurts and why they should choose it compared to other dairy products (like dairy based desserts or puddings)

Danone, a world leading food company, believes that there is still a lot of potential for plain yogurt as it is natural, simple and authentic. Danone wants to communicate better regarding plain yogurt.

Can you help Danone to make plain yogurt interesting and easy to understand?

创意挑战

Create a simple, impactful and easy-to-understand visual system for different textures of plain yogurt.

Plain yogurt is white, natural and simple, with only milk and ferments. Adding fruits or other elements in a yogurt is just additional. It comes from a natural process: fermentation and different expertise to create a wide variety of textures. We’d like you to design a visual system to represent four main textures of plain yogurt, helping consumers to differentiate between them. It can be icons, illustrations, etc., anything as long as it can be adapted to new forms of yogurt and anyone, whatever their age, could easily understand it.

Your design should also work across different formats of packaging (pot, bottle etc.). Please use the blank pot provided in the creative toolkit to illustrate how your visual system would look like on a pack (the only spaces you can design are the rectangular label and the round label on the top). Bear in mind that each pack has its constraints in terms of visual architecture. Your visual system should be only a part of it, rather than taking up all the space. For your information, here is what the current range of products looks like:

(From left to right, set yogurt by 4 & by 16 packs, stirred yogurt by 4 & by 16 packs, Fresh cheese - 1kg pot, drink yogurt - 50cl bottle)

Here’s an example of each texture and some descriptions to help you better understand the differences:

(From left to right, set yogurt, stirred yogurt, Fresh cheese, drink yogurt)

  • Set yogurt is the original texture, also known as French-style yogurt. Set yogurts are fermented in tubs or in pots, which results in a firmer texture that can be cut with a spoon. The texture looks shiny, thick, slightly sticky and characteristically has a flat surface. You can get a stirred yogurt from a set one through a stirring action.
  • Stirred yogurt is made when fermentation is carried out in bulk before being processed in individual pots. Stirred yogurt is more liquid and acid, but has the same benefits as the set yogurt. It is also known as “Bulgarian style” yogurt in reference to one of the 2 key ferments it is made from, called “lactobacillus bulgaricus”.
  • Fresh cheese is made of stirred yogurt mixed with other natural ingredients that thicken the body. It has a rich, creamy and silky texture.
  • Drink yogurt is produced in a similar way to stirred yogurt. The action of mixing the body transforms the texture into something liquid.

The visual system should be simple enough to be presented on a pack, on a shelf or in communications. Think about how it looks like on different packaging formats: pots, bottles or packs. Your design shouldn’t be scientific or a technical explanation. It needs to look desirable and increase people’s appetite. Simplicity and dayliness are key to yogurt.

On a separate page, please answer the following questions:

  1. Why is your design clear so that consumers can see the difference in texture?
  2. How will it bring greediness and make people want to buy the yogurts?
  3. How does your visual system differentiate between the 4 textures?

提示

我们提供的举例只用于讲述其中的思路,让你更好了解我们的期待值。请不要在你的作品中照搬,否则作品将被拒绝。

An example of a bad idea, would be a color-based visual system. We’re looking for a more sophisticated expression of the textures. It has to be consistent with the product and easy to understand.

奖金

评审团奖金

  • #1 奖金 € 2,000
  • #2 奖金 € 1,000
  • #3 奖金 € 500

格式

Presentation with texts and visuals. Maximum 3 pages (PDF), including your design to be done using the template provided in the creative toolkit.

评奖标准

The winning entry has to be easy to understand, work well on all packaging and be adaptable to other forms of yogurts. The winning designs will be the ones that have the potential to work on different packaging formats (pots, bottles and packs).

比赛指南

本次比赛指南

  • Entries should be in English or French.
  • Please answer the questions above.
  • Please don’t create a new product or new texture. We’re looking for a visual system for existing products.
  • Please use the template provided in the creative toolkit. The only spaces you can design are the rectangular label and the round label on the top
  • You can refer to the texture board:
  • 入选作品将被用于在互联网上。授权和许可使用受保护的内容(包括音乐,照片..)必须与互联网广播兼容。你必须能够在任何时间提供这些授权和许可的书面证明。

eYeka爱可网标准比赛指南

  • 不要在作品中展现任何个人细节(姓名、联系电话、邮件地址等等)
  • 请保留一份高质量或高清版本的参赛作品,以供在获奖后使用。
  • 你提交的作品必须是你自己的创作,才具有参赛资格。
  • 你必须已经获得向该媒体投稿的作者和活动者的书面许可。
  • 如果你已经使用了任何不属于你自己的作品(音乐、照片、设计等),请在你的媒体描述中说明你所使用的音乐和/或图像是否是你自己的创作,并提供授予你使用它(们)的权利的许可的链接。
  • eYeka爱可网将可能要求你提供书面证明或书面文件的复件,以确保eYeka爱可网和品牌客户能根据比赛规则获得使用这些作品的授权。
  • 不符合上述规定的作品将不具备参赛资格。