Design and business: Award-winning redesign from Davis elevates iÖGO brand

Winner of 'Best of Show' at the 2017 PAC Canadian Leadership Awards, Davis' recent redesign of the iÖGO brand showcases the power of design for achieving impactful communication with consumers and driving business performance. 


“iÖGO is a great example of mastering tensions in branding," says Ron Davis RGD, President at Davis. "We were challenged to deliver a more unified masterbrand, while increasing the distinction of the product lines like Probio, Greek and Nanö, to help consumers navigate the large portfolio of iÖGO products. Solving this tension achieved our goal of Dramatic Simplicity - brands that achieve maximum impact with minimum effort."



As one of the largest ranges of products in the yogurt category, iÖGO's offerings required a strong and consistent brand platform to avoid confusion and achieve the desired impact among consumers.


The design features colourful collections of fruit around the brand mark, using the signature umlauts to create the effect of a playful smile. 


"We drove iÖGO’s business-performance immediately and increased the value of the iÖGO brand for the long-term. Winning Best of Show at the PAC Canadian Leadership Awards with Ultima Foods is also a great perk!”

Since the redesign, iÖGO has experienced an average baseline lift of 12%, with some product lines up over 20%.


"The brand and pack restructure was a tremendous project on many fronts. Most importantly, results; delivering a highly shoppable refresh with a disruptive restructuring of the portfolio has delivered in store and in baseline sales," says Simon Small, Vice-President Marketing, Ultima Foods. "iÖGO packaging was not broken, but we knew there was tremendous potential if we could dial up landmarking on shelf as well as articulating the sub brands and offers. We selected Davis for their category, architecture and design insight after a thorough pitch process and they proved to be a tremendous partner as we challenged ourselves and previously perceived brand assets, not to mention timelines, to deliver simply stunning results."