ACTIVIA

Activia has long been synonymous with gut health. As the category evolved, the brand saw an opportunity to rearticulate its expression for a new generation while preserving the trust it had built over decades.
    The work centered on a full redesign of Activia’s US packaging, rethinking how the brand shows up across the shelf. This included the development and launch of Proactive, a new product designed to extend Activia’s role in everyday wellness. From packaging, the system expanded into a flexible brand world built to adapt across products, benefits, and audiences while remaining cohesive. A refined typographic expression, a newly established photography style shaped through original shoots, and a considered motion system brought clarity and energy to the brand, helping Activia connect with new consumers while remaining true to its core.