The intellectual property of the material and brands are owned by Danone de México, S.A. de C.V.

Danup Rediseño

Packaging design

The redesign that put DanUp back on everyone's lips.

DanUp has been characterized for being the first brand designed for the well-being of young people, with innovative flavors and practical consumables, taking risks at an identity level that differentiated it from its competitors and placed it in the consumer's mindset as a risky and disruptive proposal on the shelves.

However, after many years of having taken the market by storm with this position, they began to set themselves the next challenge of continuing to explore the brand's possibilities and take DanUp to the next level.

Our team jumped into the project. First, by taking a look at the trends and realities that today's market had to offer: we came across a huge boom in 3D and digitally produced content, but also, we quickly realized that if we wanted to get out of the paradigm of illustrations that already characterizedillustrations that already characterized DanUp, we had to use a different technique. We needed to give life to the design by coming up with a solution that didn't fall over and over again into the same trend of anthropomorphizing a fruit with hands and feet and accessories to give it personality.

Although the client had been very convinced by the proposal of much more vivid characters with a more realistic relief and an illustration with dimensions that left aside the two-dimensional, we soon got into the challenge of executing an artisanal process to achieve the desired result; a back to basics that would meet the need for a much more detailed silhouette, but without necessarily being contained within the limits offered by rendering.

We started making pencil sketches to ensure the naturalness of the expressions, in this way, before even adding color to the image, we realized the possibilities we had to give personality to each character. Then, the DanUp team asked us to land very specific concepts that were faithful to the irreverence of the brand, what face would you make when your crush smiles at you? what face do you make when your phone battery runs out?, all these approaches outlined with precision the creative decisions we would take to create the final renders.

After an extensive exploration of the many resources available to achieve the desired result, we decided to model with modeling clay the giant mouths that would bring the characters to life without losing the naturalness of the characters. that would bring the characters to life without losing the naturalness that had been requested in previous presentations. The mouth became the protagonist of the project, thanks to the meaning it kept in the packaging, and the possibilities of differentiation that this element offered. The challenge consisted in dispensing with any other resource to give expressiveness and personality to the fruits, only the visual charm of a predominant and amusing mouth to dress up the new identity. This treatment gave great importance to the consumer's experience, since this is the place where the sensations of yogurt enjoyment are experienced. only the visual charm of a predominant and amusing mouth to dress up the new identity.

the new identity. This effect gave great importance to the consumer's experience, since this is the place where the sensations of yogurt enjoyment are experienced.

To obtain the final proposals, photographs were taken with the same lighting, first of the mouths modeled in modeling clay and then of the fruit, and then spliced them in the computer to obtain a perfect combination that balanced the natural with the disruptive. Once digitized, the challenge was to explore with te team, creative that would refresh the characteristic irreverence that attracts many young people to prefer DanUp.

Among the brainstorming, many risky proposals appeared -such as putting a thong on a fruit- that turned out to be decisive to walk in the right direction, confirming the value of our decisions, when in the end, this kind of risks became the client's favorite proposals,

In practice, this experience also served as internal learning to standardize our processes, since the brand needed to know that the consumer would not end up feeling that he was always taking the same packaging, they asked us for dozens of new expressions that could offer a wide enough catalog to reverse this feeling of repetition, forcing us to find more efficient ways to create faster and faster.

The deployment of this new identity is currently on sale throughout the country, and has been so successful that it has already become a case study for the Danone group and has served as an excuse to launch new special editions, for which we have also been in charge.