2022 Transform Awards
Best Brand Evolution (Consumer)
Silver Winner

“Challenge, strategy and results were clearly delivered.”
— 2022 Transform Awards judging comments

CHALLENGE

With growing consumer demand for protein-rich products, Anchor saw an opportunity to strengthen its presence in the functional dairy space. However, existing perceptions around protein yoghurt being “healthy but not tasty” were holding the category back. The challenge was to redesign Anchor Protein+ packaging to shift those perceptions, making it feel both delicious and nutritious, while ensuring strong brand distinction on shelf..

APPROACH

We developed a new look and feel anchored in the idea of Delicious fuel for life. The design introduced the circle of flavour device – a visual system that connects across the full range, guiding shoppers by flavour and serving as a key visual cue in advertising. The tone, colour palette and imagery were all designed to communicate flavour first, followed by the product’s nutritional benefit. The result was a bold, modern design language that celebrated both taste and performance.

RESULT

The refreshed packaging revitalised the Protein+ range, driving stronger on-shelf visibility and broader consumer appeal. Its success led to new range extensions, including additional yoghurt flavours, squeezy pouch formats and the launch of the Protein+ shake – all building on the same cohesive visual system.

KEY TAKEAWAY

When functional products lead with flavour, they gain wider relevance. For Anchor Protein+, reframing the balance between taste and nutrition helped transform a niche health product into a mainstream brand, one that feels as good as it is for you.

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