The new packaging features close-up, natural photography of fruit, with the designs interlocking when the pots are stacked.
Design Bridge has also updated the Onken identity to create a ‘softer’ and ‘more natural’ feel.
Asa Cook, design director at Design Bridge, says, ‘We wanted to avoid any of the yoghurt sector clichés, for example any patronising messages about health. We wanted the new designs to be no-nonsense and down-to-earth.’
Cook adds, ‘For the packaging designs the key word is generosity. Onken was the first big-pot yoghurt brand in the UK.
‘We emphasised the naturalness by getting rid of the artificial treatment on the photography in the previous designs – to just focus on the fruit.
‘Also, in most supermarkets a lot of space is given over to Onken, so we developed the interlocking pot designs to take advantage of that.’
Design Bridge was appointed to the work following a pitch in August.
The new packaging is rolling out this month, while a new ad campaign, developed by Karmarama, will launch next month, using the ‘just real tasty yoghurt’ positioning.