Actimel is a "probiotic" yogurt drink manufactured by the global dairy group Danone and sold in Europe, Latin America and North America (where it is known as DanActive). This month it has introduced a revitalised visual identity in the UK, created by Dragon Rouge in London.
The most noticeable part of the redesign is an overhaul of the brand logo, probably the most substantial redesign of Actimel's logo since its launch
Actimel's visual identity differs a bit between markets, but the logo has typically used a purple serifa for 'Acti-' and a blue san-serif for '-mel', with a yellow arch tying them together. The new logo introduces a contemporary typeface and drops the arch for a sunrise icon. A sunrise has previously featured on the Actimel bottles.
The new packaging reportedly hit UK stores on April 10. The new look is also already in use in Poland. It remains to be seen if other markets follow.