Mobius Awards recently shouted out to past winners, asking what the agencies were up to in new projects.
Glenn Davis Group of Toronto responded with information on its Davis agency’s work for the Canadian yogurt brand iÖGO. The brand was launched in 2012 and quickly grew one of the largest product ranges in the yogurt category, wrote Rebecca Lyon, communications coordinator for Glenn Davis Group, which operates Davis and Bridgemark agencies. She noted that yogurt and drinkable formats are among the top five growth categories in dairy worldwide, according to Canadian market research. iÖGO’s offerings are broad, including Kefir, probiotics and drinkables.
The challenge was to give those products a broader identity. Similar projects have made Davis a several-times winner in Mobius Awards competitions. For example, the group’s Davis agency was a Best of Show nominee in 2016 for its “Buck Wild” snack foods packaging, done for WildRoots Foods LLC in Seattle. In 2017, Bridgemark won a Certificate for its “Radical Road” label design for Radical Road Bottle Shop, Toronto.
For the yogurt project, Davis designers set out to restage the entire portfolio of products, using what Lyon notes is a more vibrant and playful approach. “iÖGO’s two most distinctive equities – its unique name and the sprightly umlauts above the ‘O’— take on an even stronger role. On every product, the vibrant fruit vortex around the brand mark creates a signature effect. On back panels, the umlauts bring the fruit to life with a smile.” That smile plays well with younger customers, she noted.
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