too good & co.
Reinventing Yogurt for a New Generation
Danone’s innovation team needed to re-energize its yogurt portfolio with a brand and products that would connect with millennial consumers. The challenge was twofold:
Stand out in the highly competitive yogurt category.
Communicate Danone’s sustainability and purpose-driven mission in a way that felt relevant and compelling to younger audiences.
The solution required a fresh brand identity, innovative packaging, and a clear storytelling approach to highlight the unique benefits of the Too Good brand while reinforcing Danone’s commitment to “good.”
Services:
Brand Strategy
Brand Architecture
Consumer Market Testing
Brand Identity
Packaging Design
Storytelling
Copywriting
Custom Illustration
Iconography
Custom Typography
Product Innovation (Subranges, Format Extensions)
We developed a bold brand visual identity and packaging architecture designed to capture millennial attention while effectively communicating the innovation behind T0o Good.
Brand Identity & Packaging Architecture → We crafted a visual language that broke through the cluttered yogurt aisle, using colorful iconography and authentic storytelling to make sustainability and innovation approachable.
Relatable Storytelling → To resonate with millennial consumers, we framed Two Good’s innovation in a way that felt both purposeful and delicious, making Danone’s commitment to sustainability tangible and engaging.
Market Adaptability → We didn’t just build a brand for launch; we created a flexible system that could evolve to support new product lines and international expansion.
The Results
The Too Good brand launch was an immediate success, driving strong consumer engagement and positioning Danone as a leader in yogurt innovation. Following the successful introduction, we continued to evolve the brand to support ongoing growth:
Subrange innovation for the European market, ensuring localization without losing brand essence.
Plant-based product line extension to reach an even broader audience.
Retail expansion into Club stores with larger format options.
New flavors and size formats to maintain excitement and engagement.
Through a combination of thoughtful brand storytelling, breakthrough packaging, and strategic innovation, Too Good became a powerful asset in Danone’s yogurt portfolio.
"Fenomenal helped us build a powerhouse brand. They understood how to translate innovation into something visually engaging and emotionally compelling for millennial consumers. From the initial launch to product extensions and new market expansions, their strategic and creative expertise was invaluable."
– Diana, Brand Manager, Too Good
the takeaway
In a crowded category, a clear, compelling brand identity and storytelling strategy can make all the difference. By aligning innovation with consumer values and visual impact, Too Good proved that a better-for-you yogurt brand could also be a major market success.
Looking to create a breakthrough brand?
Let’s make it happen. Contact Us to start your next innovation.
How to Work with us It’s simple
01
Book a Discovery Session
Let’s discuss your goals and challenges.
02
Choose Your Services
Select the package that best meets your needs.
03
Watch Your Brand Thrive
Together, we’ll bring your vision to life.