Pack Assets
Overview
Now that you already know Danonino's visual identity assets, let's show you how to use them on pack and present the ones that were exclusively developed to be used on packaging.
Overview
Dino set up on pack
Dino is the main asset of our packs. He will be the asset that occupies more percentage of the pack. We always need to see Dino's face in the majority; his blue hair, mouth and tongue.
Vertical formats
Dino must be centered on packaging like pouches, bottle and tetra packs.
Horizontal formats
Dino must be cropped bleeding from the right side on more horizontal multipacks.
Dino set up on pack
Proportions
The Brand Marque is the most important brand asset on pack. It must be big and bold and placed in the most noble area of all: in the center of FOP, and at the top. There can be no element overlapping the logo, as it is the main foreground element.
Size
The width of the Brand Marque must occupy at least 60% of the width of the FOP. In more vertical packaging, the logo can even use 100% of the front width, as is the case with bottles, where the artwork continues on the circumference.
Danone Endorsement
The size relationship between Danone Masterbrand Endorsement logo and Danonino is defined by the Danone wordmark and uses a 1:4 scale (25%). For more information see the Danone Masterbrand Endorsement logo on pack guidelines.
Dino set up on pack
Background
The presence at the POS is especially marked by our main assets: big Dino and Brand Marque supported by the color block built by the consistent use of the red watercolor background.
Core
The red full watercolor background must be used for all core ranges (cheese, pouch, drinks). The idea is to create a mass of color that is easy to identify at the POS.
Non-core
Non-core products must use the light support watercolor background. This background works for strong differentiation, especially for Less Sweet products and other direct variations from the core range.
Dino set up on pack
Flavors
We have two assets to identify flavor: flavor illustration (mostly fruit) and flavor tag.
Fruit position
The fruit must always be close to Dino. They can be used in 2 main positions:
1) At the bottom of the layout right next to Dino's face.
2) In Dino's hand, in different compositions according to the amount of flavors. The proportion of the fruit area on the pack should be smaller than the Dino area. However, it should always correspond to at least 20-30% of Dino’s presence, while taking care to maintain breathing room for the background color. Multi-flavor fruit are grouped in Dino’s hand and must create a playful and non-organized visual. Bi-flavor illustrations should be next to each other.
Dino set up on pack
Flavor Tag
In addition to the more evident fruit, the flavors are identified by spot colors present in the flavor tags.
Type
The flavor name is always written in Mrs Lollipop typography and in uppercase. It can be written in one or two lines, depending on the minimum size and space available on the pack.
Color
Flavor tags should have different colors, especially when they are included on the same pack. In cases of flavor mixing, one of the colors of the mixed flavors can be repeated (e.g.: strawberry & banana uses the same color as banana). New flavors that do not have colors specified in this manual can be chosen, as long as they offer/have a good contrast with the background.
Drop shadow
If the flavor tag is in the same range of color than the background use a drop shadow behind the tags, for greater highlight in the art.
Dino set up on pack
Dino set up on pack
Claims
Claims are the sign of the benefits of Danonino's products. It has to be easy for the consumer to understand. The claims should not be used in excess and must follow construction rules to strive for objectivity and a clean look.
Usage
The red full watercolor background must be used for all core ranges (cheese, pouch, drinks). The idea is to create a mass of color that is easy to identify at the POS.
General recommendations
Non-core products must use the light support watercolor background. This background works for strong differentiation, especially for Less Sweet products and other direct variations from the core range.
Word highlight
Claims design uses the icon as a starting point. From its height, the font size is defined and then, around the text frame, the box that will surround it is drawn. To finalize the construction, a slight inclination of 2° must be applied to the box and also a Drop Shadow, which serves to isolate the set from the background. In this type of claim, the highlight is the variation in the size of the typography, with the icon appearing more subtly. Due to the greater readability of the information, its use is more appropriate in the FOP.
Icon highlight
Claims design uses the icon as a starting point. From its height, the font size is defined and then, around the text frame, the box that will surround it is drawn. To finalize the construction, a slight inclination of 2° must be applied to the box and also a Drop Shadow, which serves to isolate the set from the background. In this type of claim, we have the icon highlighted with the text always in the same size. It is best suited for use in BOP.
Dino set up on pack
Claims on pack
Claims alignments
The claims should preferably be positioned on the left side of the pack.
Quantity claims
To identify the quantity of products on the pack, use the numeral in red, burst inside the silhouette of the pot or bottle in white. It is recommended that this icon be always positioned at the top right of the pack, respecting the margins.
Nutri-score
The nutri-score claim can be applied in one of the corners of the pack, but preferably close to the main claims.
Sub ranges tags
They work as labels attached to the Brand Marque to better organize our portfolio. They can be: 1) Categories (e.g.: Less Sweet). 2) Occasions (e.g.: Lunch, Breakfast or Go). 3) Promotional In & Out (e.g.: Winter, Summer, Duo and Ice). The sub range tag guides the consumer in navigating our portfolio. Its standardization is to ensure clarity and consistency across the entire range of products.
Dino set up on pack
In & Out
In & Out sub ranges use more festive and illustrative elements to create a relation to the product features or seasonality. Give preference to colors, or the percentages, which are already in Danonino's palette.
Dino set up on pack
Pack Guidelines
Overview
Our product portfolio can be very varied according to the needs and particularities of each local market. In general, our portfolio is organized as shown on the side. To consistently increase Danonino's portfolio, it is necessary to keep the same logic of assets across the different product lines.
Core packs
Always keep the lockup of the elements per package, that is:
1) The same position and size for the Brand Marque.
2) Dino must also be kept in the same location, varying expressions and poses according to the flavors and/or pack formats to have differentiation on shelf.
3) The variation of expression or pose accompanying the fruit depend on the portfolio of each local market; the smaller the portfolio, the more freedom the country has.
Non-core and sub ranges
Non-core and sub ranges
In non-core products or sub ranges, same variations will occur on main pack assets. Despite these differences, it is important to maintain the lockup of the elements per package in order to guarantee consistency across the category or product range.
Customized Dinos
They can be used in sub ranges with a specific concept or motif.
Backgrounds
Non-core will always use support light watercolor background. Sub range can create especial illustrated backgrounds.
Sub range tag
It will always be used in non-core packaging and can also be used when there is a sub range on core.
In & Out
In In & Out products same variations will occur on main pack assets. Despite these differences, it is important to maintain the lockup of the elements per package cross flavor in order to guarantee consistency across the category or product range.
Customized Dinos
In & Out products will always use customized Dinos.
Backgrounds
In & Out will always use especial illustrated backgrounds
Sub range tag
They will always be used in In & Out packaging.
Fruit
Unlike the core packs, the fruit here don’t need to be protagonists, they appear centralized and can compose the scenario.
Packaging overview
In & Out
ROBG portfolio
ROBG portfolio
France portfolio
ROBG portfolio
German portfolio
Before & After
Overview
Now that you had the opportunity to get to know our visual identity applied to packaging, let's take a look at what has changed in relation to our previous packaging system.
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