Concept/Purpose of the Work:
Go-GURT’s package design refresh focused on making their everyday (non-promotional or licensed) offering feel more special and fun for kids, while also being more shop-able for parents. On the outer carton this involved simplifying the logo and taking out visual layers, while maintaining the brand's youth and energy. We also created an architecture that used the Go-GURT green to brand block, allowing the logo to pop and act as a bullseye at shelf. Across the portfolio, the brand’s most important assets are used meaningfully and consistently to aid the consumer shopping experience. As the team moved through the package refresh, attention turned to the iconic Go-GURT tube. While the tubes on promotional and licensed offerings are renewed continually with new art, games and trivia, the team sought to create a set of proprietary tube designs that kids could readily recognize as Go-GURT for their everyday selection. Enter 240 unique tube designs! Conceptualized, designed and illustrated at Ultra, our team created varying styles, themes and content that established additional ownable assets for the brand while bringing a design-led perspective to kid fun.
Results of the Work:
The team is thrilled and has requested that we extend the work with even more tube designs. Sales are great and anecdotally, kids love the variety of fun styles.
How the Work Was Delivered to the Masses:
The packages are on shelves at retail, through a variety of grocers.
Design Team: Kyle Jensen, Sutasinee Seitz, Todd Demulling, Michael Guite, Ben Alpert, Laura Healy, Jared Welle, Johna Reuvers, Nick Hoople, John Stiff, Kevin Fluegel, JoEllen Martinson Davis, Steve Wahlin, Mike Shedlov, Dave Alexander, Todd Schneider, Don Grulke, Crystal Barlow Jensen
Mike Shedlov, Senior Production Designer
Sharon Gorney, VP Brand Design
Emily Ryan, Project Manager