Born in the darkest and deepest coal caves Black Yogurt made its way to the product shelves and defined a new diary order. It’s not only a very first black yogurt on Ukrainian market (and we believe many other), but also a first yogurt to contain charcoal. Black Yogurt is a limited edition of the widest known yogurt brand Activia (owned by Danone). It was created as a response to a raising popularity of black color in product design and social media (+80% on Instagram vs PY). We were shocked by the fact that a yogurt really contains charcoal. So “Charcoalness” — became the main inspiration for this project and a major theme in design. We created an awesome charcoal texture and wrapped the whole packaging with it, so that it seems that you are holding a real charcoal piece. First our emotional intention was to make the label totally black, but as long as Black Yogurt is a limited addition of Activia — the widest known brand of yogurts in Ukraine, we had to somehow preserve its recognizable green branding.
Design advertisement created by R Agency, Ukraine for Danone, within the category: Food.
Junior Art Director: Alisa Mezhenska
Creative Group Head: Dima Liutyi
Copywriter: Viktor Synkov
Designer: Leonid Nakonechnyi
Designer: Arman Enokyan
Senior Account Manager: Maria Ursta
Junior Brand Manager Activia: Kateryna Konsevich
Marketing Manager Modern Brands: Svitlana Shukayeva