Fierce Brand Transformation: A Masterclass from Light + Fit

Our friends at Danone have been boldly elevating their iconic brands to connect with shifting attitudes toward healthy eating. We’re proud collaborators in this new incarnation of Light + Fit, that’s been a leader in the yogurt category for 33+ years.

Light + Fit challenges the old ways of thinking about diet culture and restricting choices, encouraging people to fiercely embrace cravings with indulgent flavors. This attitude created the opportunity for total brand transformation.

Taking Charge with Collaboration

Together with the Danone North America Design Team led by Lauren Koprowski-Bodner, Amanda Villalobos, Jane Sayer, and more, we amped up and reinvented the iconic Light + Fit brand equities. Our key role at Beardwood&Co was to develop the brand design for packaging.

The new brand mark is the boss, proudly embracing purple in a whole new light, elevating flavors to be fierce and crave-worthy, and letting the nutritional benefits take charge with no-nonsense impact.

Flipping the Script on Diet Culture

Surbhi Martin, Danone SVP, shared on AdAge, that the brand design, packaging design system, campaign, and innovation platform are driven by insights and data that allow the brand to bridge their loyal core consumer—and create relevance for a new, younger audience.

Martin shared a powerful quote from early consumer research, stating “I want food to stop controlling my thoughts and feelings, and instead have power over my choices.” This highlighted the big opportunity to flip the script on diet culture and to own and celebrate cravings as fueling your life.

The Brand World, includes a suite of sumptuous and powerful brand imagery created with photographer Julia Stotz, and directed by Amanda Villalobos.

The campaign created by Orchard Creative amps up the unapologetic attitude, all connecting through a seamless and singular vision.

To fully realize the transformation, Light + Fit has reinforced its partnership with Dress for Success and created Fit to EmpowHER, a grant program supporting equitable access to nutrition education.

Fully Fierce Brand Transformation

So how do you get to fully fierce and total brand transformation?

• Dig deep into consumer insights and cultural intel to find the basis for relevance with new users
• Be provocative to connect on a deeper level with your audience
• Create a bold plan for activating change across the brand experience