Danonino
MASCOT REFRESH & PACKAGING: DC COMICS JUSTICE LEAGUE EDITION
Client: Danone. Mexico City.
Role: Creative direction, packaging design direction, team direction, design case leader.
Skills: Conceptualization, character illustration, packaging design and production, client presentation.
Danonino, the “petit-suisse-style” yogurt for kids commissioned Legacy® to solve a double challenge, refreshing the green dinosaur mascot and exploiting the DC Comics franchise at the same time. The scope included an extensive set of illustrations applied on 50 new SKUs for the Halloween season in Mexico.
In collaboration with the brilliant designer Alex Villalobos, we developed a study to enhance the mascot’s body expressions, and owned the rules to transpose the Justice League arts to Danonino’s green dinosaur.
Due to the challenging deadline, I coordinated every aspect of the process to run at the same time including the graphic production process. A set of 10 mascots and their packaging were made as a proof of concept.
After DC Comics’ approvals, we kicked off with 30 bottles for smoothies with structural characteristics that made it impossible to work from a flat artwork. We used 3D techniques to successfully develop a packaging lineup in two variants, strawberry and grape.
Directing this initiative required an advanced degree of knowledge in graphic production and the final result was highly satisfactory. We were awarded best packaging design at the 2017 a! Diseño Magazine Awards Ceremony in Mexico City.
