We repositioned Activia as a brand that celebrates vitality and enjoyment, shifting gut health from mere maintenance to modern self-care. Partnering with Danone, we refined the logo, refreshed the green palette, and introduced sensorial imagery and confident typography.

The cohesive system unites taste, wellness, and lifestyle, helping Activia stand out and feel “filled with life” across every touchpoint.

Landor, 2025

Client: Activia, Danone
Creative Direction: Noah Armstrong, Daniel Ioannou, Erin Wilson
Packaging Design: Jack Hoac, Maggie O’brien, Saul Osuna, Jimena Solis, Natalie Sisler
Brand World: Jack Hoac, Rachel Herman, Vanessa Ding, Maggie O’brien, Natalia Canella
Motion: Thijs de Jong, Zoir Galvan, David Obadare
Lifestyle Photography: Mari Juliano | Prop Stylist: Liza Nelson | Food Stylist: Casey Dobbins | Wardrobe Stylist: Leah Adicoff | Hair & Makeup: Erika Parsons | Manicurist: Merrick Fisher
Flavor Photography: Andy Grimshaw

For Activia Proactive, we reimagined the brand’s iconic probiotic shape: activating it as a distinctive new asset for the line and refreshing it with a brighter, more vibrant green.

This gave the Proactive line a clear, ownable visual language while staying cohesive with Activia’s broader identity.