The Smooth, Creamy Taste of a Successful Relaunch

A Full Case Study

Even though Nancy’s had changed the yogurt game from the beginning, and were the first to market with an oatmilk alternative, they still needed help setting themselves apart at the breakfast table.

From humble Oregon roots, Nancy’s was the first yogurt to be sold with live probiotics. Even though many loved their products, they knew for some people dairy was a punch to the gut. That’s why they were also the first to sell a delicious, probiotic packed oatmilk yogurt in the US. While Nancy’s blazed a trail for plant-based yogurt, more and more brands filled consumers’ homes with their version of non-dairy yogurt. In a crowded shelf space, Nancy’s did what they do best: listened to their customers, looked closely at the category, then took a spoonful of optimism and thought differently. The team decided to reformulate their recipe, refocus their efforts on probiotics and flavor profiles, and relaunch better and creamier than ever.


Nancy’s Probitoic Foods


Brand Identity
Package Design
Art Direction


Charlotte Day, Illustration

Nancy's Probiotic Oatmilk logo
Nancy's Oatmilk strawberry hibiscus yogurt

We’ve long passed the times of plant-based products being inaccessible and confusing. They’re here to stay–go to any grocery store as proof.

Vegan consumers have grown 500% since 2014 and now 48% of US consumers purchase both dairy and plant-based milks.

Plant-based foods are now a $7 billion industry (Forbes). It’s no surprise that Nancy’s relaunch had to be impactful to contend with the myriad dairy-free options stocking refrigerators. Our competitive audit showed the Nancy’s team white packaging and soft colors reigned supreme, while many of them had no health or attribute differentiation. Nancy’s had always been ahead of the category; it was time to re-establish them as the premier Probiotic Oatmilk Yogurt consumers could trust and feel good about.

Two large containers of Nancy's Oatmilk yogurt; plain and vanilla

The Nancy’s brand is approachable, whimsical, confident and honest.

The new package design needed to strike a balance between playful and premium, eclectic and informative.

First, we looked at the brand’s roots in the health food and counterculture movement of the ‘60s. We started with a bold and friendly typeface that paired with their logo for greater visibility at the shelf.

Working with London-based artist, Charlotte Day, we established a new illustration style for Nancy’s that captured the naturalness of their flavors and evoked a premium taste experience for the consumer. Fruits are featured as part of a whole plant, including blossoms and leaves, to visually communicate and appeal to plant-based consumers.

By leaning on color, illustration and iconography, we were able to simplify key messaging to better communicate at the shelf why Nancy’s has been trusted and loved by consumers for over 60 years.

Artistic representation of blueberries
Artistic representation of strawberries and hibiscus
Artistic representation of oats growing
Artistic representation of vanilla
Artistic representation of passion fruit and banana
Container of Nancy's Oatmilk blueberry yogurt

Tying it all together, playful waves and bright colors flow around the outside of the package to mirror the creamy and flavorful plant-based yogurt on the inside.

5 small containers of Nancy's Oatmilk yogurt; blueberry, strawberry hibiscus, plain, vanilla and passionfruit banana

The result is a new look for Nancy’s Oatmilk that celebrates the brand’s heritage while connecting to modern consumers looking for good food that’s good for you. The Nancy’s team and the consumer couldn’t be happier with the redesign, noting it breathes new life into the brand.

Like a good probiotic, we know it’s always good to keep changing, growing and evolving to keep clients and customers happy.

Small and large containers of plain Nancy's Oatmilk yogurt
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