Activia Green
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Design principles
Simply iconic
Our simplicity communicates confidence and leadership. As established experts in gut health, we are iconic by nature and iconic by design. Our Active Green is the colour that defines ACTIVIA. The design is routed in our heritage and is an optimistic, memorable icon for the brand.
Reconnect to product naturality
Our textured Active green is complimented by the appearance of wholesome and pure white.
Natural beauty
Fruits and cereals in their most real and imperfect expression submerged around the white mass. The white mass embraces and enhances the natural pieces conferring visuals full of realism and deliciousness.
Distinctive Brand Assets
Logo
Strong asset but requires further investment.
Crafted textures
A simple font
Ingredients
Unique iconography
Packaging
Amongst the strongest assets. Helps recruit non-buyers where fame is lower.
4D experience
Logo
It tells a very simple story. Iconic, simply confident. Our brand has built a reputation for its yogurts with probiotics that support gut health. Currently, we reinforce the functionality of our products through the communication of our main claim (DOES) on pack* – the benefits of our products for your gut health. * To be assessed locally
Our brand lock-up is created using two elements : – The ACTIVIA logo and our ‘main claim’. To ensure consistent representation of our brand, particularly on packaging, this brand lock-up must always include both elements and adhere to the specified proportions
A. Our ACTIVIA logo
A contemporary, simple and streamlined logo design with debossed letters as a ‘stamp’ of authenticity. ACTIVIA meets established heritage.
B. Our main claim (DOES)
It is an essential component of the brand lock-up that enables us to communicate the benefits Activia can contribute to your well-being in a clear and convincing manner.
Minimum size
The primary logo should not be used below 25mm.
Proportions
The proportion that determines the space between the two elements, Activia logo / Main claim (DOES), should be half of the height of "GUT HEALTH”
Exceptions
In certain countries where the length of the DOES claim significantly exceeds that of "GUT HEALTH," adjustments may be necessary.
If the main text of the claim below the Activia logo consists of more than 15 characters, the claim will extend beyond the inner "A" and be positioned in the center of the "A" to ensure optimal visibility of the text.
Logo application on pack
Masterbrand logo
How not to use our logo lock-up.
1) Do not rotate the logo
The logo is to remain horizontal at all times.
2) Do not make the brand claim smaller than the marked limit.
It must always be positioned between the closer interiors of the two “A”s.
3) Do not expand the main claim beyond the two Activia “A”s .
4) Do not delete any elements
All elements of the brand lock-up work together to reinforce the brand essence.
5) Do not change the arrangement
The three elements must always remain together as outlined in this brand book.
6) Do not place anything over the logo
The logo should not be obscured by any elements.
Typography
Gotham is our main typeface. It helps our brand look honest, friendly and natural.
Lower case
Set all text in Gotham lower case to help create a friendly, human and informal tone of voice. Examples of where this is used: Product descriptors, Flavour and Ingredients.
Colour
Secondary type is either black, green or reversed out of a colour.
To be exclusively used on some specific innovations or sub ranges, helping tell stories with a richer visual impact.
How not to use our font on pack.
1) Do not increase or decrease the space between the letters.
The space should be set to 0.
2) Do not place the flavour variant title over any flavour imagery.
3) Do not make any type on the pack too small.
All type needs to be clear and legible on shelf.
4) Do not make the type too thin.
Type should be a regular or bold weight. Never light.
5) Do not use colours that clash.
All flavour variant type should be white and sit against a flavour variant colour band.
6) Do not display any variant titles in the same weight and size.
The different variant names must have a clear hierarchy.
Colour and Textures
Our textured Active Green is the colour that defines ACTIVIA. The design is rooted in our heritage as an optimistic and memorable icon for the brand. The Activia Green is an important part of our identity. We use it across all our packaging in a distinctive and ownable way for the brand. It can flex in its appearance based on its placement within within the overall packaging architecture and its usage
White
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Our colour and textures
Our textured Active Green is the colour that defines ACTIVIA. The design is rooted in our heritage as an optimistic and memorable icon for the brand. The Activia Green is an important part of our identity. We use it across all our packaging in a distinctive and ownable way for the brand. It can flex in its appearance based on its placement within within the overall packaging architecture and its usage.
Technicalities
Our unique hand crafted texture is created by overlaying three elements:
1) Black horizontal gradient
2) Our ACTIVIA colour closely matches PANTONE 361 C, New Activia Green 2022
3) Our handcrafted texture
New Activia green standards
To ensure consistency throughout the range, new standards for the Activia Green color were developed, offering printers a uniform ink formulation for each substrate. Additionally, the setup of the crafted texture overprint was streamlined to be created solely in black (previously, files allowed for either black or grey P432).
These new consistent tints will yield a stable result for the wave overprint pattern For all future Activia projects, printers will adopt the same recipe as their baseline, ensuring uniformity in the green color.
Pantone match
The new Activia Green closely match P361. P361 can serve as the target color for non-packaging applications, such as digital, POS, etc.
Printed standards created
Colour standards are ready for printer dispatch for Banderoles, Pick Ups and Lids. Real ink was used on real substrate using miniature versions of each type of printing press. This method recreated the same conditions the printer will experience to verify that the new colour is feasible for all printers.
Waves
The background texture is consistently proportional to the size of the logo. When the logo is enlarged, the texture must also be enlarged, while always adhering to established maximums and minimums.
MAXIMUM
The maximum is 12 waves per the height of the logo.
MINIMUM
The minimum is 7 waves per the height of the logo.
On pickups, a single textura size will be used for all faces, irrespective of the logo size. The dimensions of the textura will be determined by the size of the largest logo.
Our green and white
We complement our green with white. Wholesome and Pure White is an important part of our identity. We use it across all our packaging in a distinctive and ownable way for the brand. Its primary purpose is to vividly portray the contents of each individual product.
The white smile, a delicate tool to separate green from white
How to use the white smile
Our white mass
% of white mass in different formats (vertical, square and small formats).
MAXIMUM
White mass can take up between 2/4 and 3/4 of the pack.
MINIMUM
White mass should take up at least 1/3 of the pack and never more than 2/3.
Hand crafted paper (Primary texture)
To be used everywhere except for certain drinks or specific ranges.
Mat velvety surface (Secondary texture)
To be used exclusively for the bottle sleeve when risk of distorsion (Drinks Core, Shot, Shake&Go)
Power of the leaf (Secondary texture)
To be used exclusively for Bio and Plant-Based ranges. Our detailed leaf image, featuring clearly defined veins, conveys botanical provenance associated with herbal teas. This coding emphasizes digestive health and underscores the reliable, nourishing benefits derived from nature.
Exemplification - Primary texture
1) Do not use any other green other than our approved ACTIVIA Green (New Activia Green 2022).
2) Do not use the ACTIVIA green texture without our overlaid gradient.
3) Do not use our textures zoomed in or out.
Always use our textured images at 100% (based on their master jpgs).
4) Do not change the angle of the gradient.
Always use the gradient from left to right.
5) Do not use any texture that is not natural, handmade or crafted.
Always use either our handcrafted paper texture or leaf. If creating a new product that requires a new texture, this should always reflect ‘naturalness’.
6) Do not manipulate our curve.
Our white curve should always alter the position of the texture. The light green area should always be central.
Iconography
Our icons help tell our key brand stories in a clear and simple way. They have a natural and straight forward style.
Our icons help tell our key brand stories in a clear and simple way. They have a natural and friendly style. Our icons can be used for two distinct purposes:
Benefit icons
These icons inform customers of the benefits our products bring them.
Ingredient icons
These icons describe points about specific ingredients.
Our icons are an important part of our visual identity and need to be created in a consistent way. The next page outlines key principles to follow when creating new icons.
Our icons are an important part of our visual identity and need to be created in a consistent way. Here are the key principles to follow when creating new icons.
Icon style
Monoline illustration style with rounded corners and no sharp edges
Text
Set text in Gotham Narrow lower case centred.
Colour
Icons are set in one colour – Pantone 361 or reversed white.
The right balance between text and iconography
Maximise the storytelling on-pack
How not to use our iconography:
1) Do not alter icons in any way.
2) Do not left or right align icon name.
3) Do not change the line width of the icons.
4) Do not amend icon colours, only use Active Green.
5) Do not rearrange order of type or icon.
6) Do not use any other font or weight other than Gotham Narrow Medium.
7) Do not alter design style, always keep edges rounded.
8) Do not capitalise the type.
Ingredients
A spoon with a story.
A story of freshness and naturality
A story of freshness and naturalness told through an appetising and clean visual. The aim is to showcase and maximise the texture of the spoon through shadows and lights. A realistic image that captures the senses. This story will be adapted to local realities to ensure cultural relevance. We will also be using different points of view to leverage the personality of each recipe.
Our pure library
Pure imagery applied on main formats.
Pure imagery across all pack integration.
Tasty and naturally sourced.
Imperfect beauty
Representation of fresh cut or whole fruits that fall out naturally into white mass. The incorporation of the fruit with the white yogurt is effortless.
Naturally aesthetic
Natural light and the irregular cuts of the fruit result in images that convey imperfection and reality without sacrificing appeal and tastiness.
Our fruits library
Fruit imagery applied on main formats
Visuals should convey freshness and naturalness, presenting the fruit at its peak without appearing artificial or premeditated. Their placement should feel casual, and cuts should appear natural.
Avoiding contact between pieces and refraining from turning them upside-down will preserve the play of shadows and lights. To steer clear of associations with the 3 benefits of the stamp, limit the representation to fewer than 3 fruit pieces.
Fruit imagery applied on main formats.
Ensure the pieces appear immersed in yogurt, with integration resulting in a clean division rather than uneven staining
All pieces must be realistically proportioned within the same reference. In the white mass, ingredients should occupy the maximum space on the left side of the pick-up, allowing the white mass to remain visible. Avoid any contact with the 3 stamp, flavor tag, and additional claims in all formats.
Fruit imagery across all pack integration
Fruit imagery across all pack integration.
Fruit imagery applied on main formats
Nutritious energy and crafted authenticity.
Extensive variety of cereals and seeds for all tastes. Visually, cereals and nuts are composed of pieces while seeds are kept whole.
It is important that there is a richness of colors to result in a pack that makes an impact and is appetizing. The layout should be natural and not tidy. Avoid abstract representations such as a wheat spike.
Our cereals library.
Cereals imagery applied on main formats
The fiber references are characterized by an informal composition to convey a real and appetizing visual. It is mainly located on the left side of the pick-up so as not to step on the other graphic elements like the 3 stamp, flavor tag and any additional claim.
For lids, fibre references should cover the BBD area with a composition full of cereals and seeds that leave no room for white space. Around this there can be more elements but not to oversaturate the visual.
For the banderoles it is recommended to add cereal and seed elements to the length of the bands so that they are visible on all sides to be printed
The creaminess of Activia combined with finely blended fruit.
Fruit mixés references are visually characterised by natural, freshly cut large pieces of fruit so that they are not misinterpreted as yogurt with small pieces of fruit. These large pieces refer to the different flavours of each reference. Although these pieces aren’t dipped into the yoghurt, a presentation of suggestion is made while through bowl or spoon depiction so that this creaminess is still visible.
Avoid presenting the fruits together so that it doesn't look like a multifruits. Avoid using a white mass background alongside the fruits to prevent reinforcing the idea of chunks. Instead, always opt for colored backgrounds according to the varieties.
Fruit Mixés imagery across all pack integration
For all tastes.
Multifruits are a combination of several pieces of fruit in the white mass. It is characterised by an ordered and structured representation according to the flavours given in the flavour tag. Generally, one larger and one smaller piece is represented and the fruits are never mixed around the layout, but the pieces are sorted by typology. The fruits are fresh and irregularly cut pieces that fall very naturally in the white mass, adding realism to the visual.
Multifruits imagery across all pack integration.
Multifruits imagery across all pack integration.
No artificial taste, all flavour.
For flavoured references the white mass is not used because the yoghurt is shown on the spoon. Following the same structure and texture of the plain but with the taste of the variety added.
Next to the spoon the flavour is represented with a distinctive element describing it. This is a much more minimalistic and clean visual. At the background level, a gradient is chosen to highlight the product in the centre.
Smooth, tasty and in natural form
Imperfect beauty. Representation of the smooth and delicate texture of our smooth set yogurt. The color can vary depending on the flavour to always reprensent the naturality of our products. Natural light and the iconization of the shape should be highlighted
Flavoured imagery across all pack integration.
Creamy range is defined by their luxurious textura and distinctiveness from fruit ranges. Flavours are hinted at through one or two large, representative pieces, while the texture, characterized by sweeping waves and a velvety consistency, steals the spotlight, elegantly presented on a spoon.
Creamy imagery across all pack integration
The creamy yogurts are represented with supreme creaminess and differ from the fruit range because they contain no fruit pieces. Flavors are represented by one or two large, representative pieces. Texture is the focal point visually, displayed on a spoon – it must be very creamy with distinct waves and a velvety consistency.
Avoid yogurt-textured backgrounds to prevent confusion with full-fat ranges. Another distinctive element of creamy yogurts is the script typography of the word "cremoso," which adds naturalness and premium quality to the product.
Backgrounds should be a solid color that complements the variety or matches the yogurt color itself. Yogurts and fruits should cover the BBD (Best Before Date) and have sufficient contrast for good impression.
Kefir Drinks is where texture meets vitality in a harmonious blend. Unlike typical beverages, this kefir exudes freshness and dynamism, inviting to savor its natural charm. With a texture that strikes the perfect balance - neither too liquid nor too dense - each sip is an uplifting experience. Large, delectable fruits beckon, promising natural freshness and deliciousness, harmoniously integrated to enhance the visual delight.
Kefir Drink imagery across all pack integration
Kefir beverages are characterized by a texture that is neither too liquid nor overly creamy. As kefir is not merely a drink but an experience, the represented texture must exude freshness, dynamism, vitality, and an inviting appeal to the senses. It should feel genuinely natural – not too dense to weigh on the stomach nor too thin like milk.
The depicted fruits should convey naturalness, freshness, and deliciousness. The quantity of fruits showcased depends on the product composition, but they must be large, appetizing, and distinctly separate from the white mass.
In terms of structural elements, the composition includes: brand lock-up, white smile, Kefir logo with the RTBS seal, and fruit depiction if needed.
Kefir spoonables are characterized by a velvety texture that strikes a balance between thickness and lightness. It's an easily digestible and light product with a natural and authentic taste - offering a mellow texture that isn't overly sweet, slightly more acidic yet maintaining a mild taste overall. One of the key benefits is promoting gut health and overall well-being. Visually, it boasts a bright, luminous white color, with fruits represented naturally. These fruits are not overpowering; they are simple, recognizable, and subtly integrated - neither too large nor too crunchy
The bi-layers consist of a yogurt represented in a creamy and smooth manner to express tastiness, accompanied by an irresistible layer of ripe and succulent fruit.
Bi-layer imagery across all pack integration
The yogurt is represented with creaminess and a slightly dense texture to allow a slight tint from the compote layer without blending too much. It's beneficial to create a gradient effect between the compote and yogurt layers.
Above the yogurt, the fruits of the flavors will be well integrated, interacting with the white mass. The representation should include few fruit pieces so as not to mislead, as there are no pieces of fruit in the yogurt.
The compote layer should exhibit a natural texture and color without appearing artificial. Real fruit pieces should be integrated into the compote without the texture seeming to be boiling or bubbling.
The drinks are characterised by representations of the product through a liquid but creamy texture. It is a balance that describes the fluidity of a drinkable but the texture of Activia products. For the plain ones, the swirl resource is used to evoke the texture in the most appetising way from the shadows and lights that are formed in each wave. For the fruit references, the pieces fall casually onto the liquid, creating an enveloping and subtle splash. It’s not an explosive splash; rather, it’s very contained, with no large splashes or drops. When positioning the fruits, aim to follow the structure of their arrangement along with the integration of the liquid.
Drinks imagery across all pack integration
The drink formats consist of the following elements: a flavor tag at the top with the corresponding color depending on the variety, the Activia brand lock-up (green texture + logo + claim + RTB tag), followed by the white smile, fruit depiction, and the 3 stamp always positioned on the right-hand side.
The different ranges: lactose-free / no added sugars will be represented by the colored band above the white smile. The band of the ranges grows from the midpoint between the white area and the green texture proportionally. The smile is lowered.
It's also possible to have a triple range: lactose-free, sugar-free, and zero fats. In these cases, it will be communicated that it's a triple 0% range in the band above the white smile. Each country will be able to organize the 3 tags that appear from left to right by priority according to the market, never overlapping with the 3 stamp.
5 probiotics ferments for concentrated efficacy combined with magical botanicals known for their health benefit.
Close-up depiction of raw ingredients in vivid, details signal unconventional and artistic approach (deconstructed gastronomy), with zoomed details connoting fullness of potent benefits and flavours. All coding Activia as championing soft functional ingredients with refreshing creativity.
Our probiotic shot library
How not to represent our ingredients:
1) Do not use splash of yogurt.
2) Do not change the ingredients.
3) Do not use dry ingredients.
4) Do not use too much conceptual / artificial illustration.
5) Do not make the fruits smaller.
6) Do not change the creative concept of the ingredients.
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