Bloom researches yoghurt to update its pack-Shape

Bloom has completed the research phase of its identity and packaging work for yoghurt brand Shape, as it seeks to reposition from a dieting brand to a healthy eating product.

According to Bloom director Harriet Marshall, the project is worth ‘between £100 000 and £200 000’ in fees to the consultancy. The group will be revamping the Shape logo and packaging structure and graphics, but the name Shape will remain, she says.

The dairy sector is being driven by new brands such as Onken and Benecol and research among Shape’s target audience revealed that ‘diet’ products are becoming less relevant to consumers and are being repositioned as ‘healthy’ food, Marshall adds.

The consultancy was briefed to move the product away from a ‘language of denial’ towards a ‘language of lifestyle, choice and balance’, says Bloom planning director Ben White.

‘We’re looking to visually understand how the brand could exist to most motivate today’s consumer. [At present] Shape has a denial element rather than a big, positive, emotional connection with consumers,’ explains White.

The graphic identity work is set to launch in June. The structural packaging revamp may take longer, Marshall says.

The revamp follows Shape’s acquisition by Danone from St Ivel in August last year.

Danone, which already counts ‘friendly-bacteria’ products Activia and Actimel among its portfolio, is a well-established healthy-eating dairy brand in mainland Europe.