Grow Yeah!
When the team at Danone North America kicked off a massive refresh of iconic kids’ yogurt brand Danimals, I was lucky enough to be there from the very beginning. And when I say beginning, I mean beginning-beginning: brand strategy, tone of voice, packaging copy, website copy, marketing messaging, tagline development, and perhaps most importantly…
…figuring out what to do with Bongo, the lovable mascot who’s as synonymous with “fun” as Danimals are with the color red.
No pressure. 😳
The Case of the Misunderstood Monkey
Let’s be honest. If you saw a yogurt smoothie with a cartoon monkey dressing up in crazy costumes with flavors like Cotton Candy and Birthday Cake, you might assume you were looking at a treat. Parents certainly did.
The problem? That wasn’t actually the full story. Behind all that fun, Danimals has been quietly delivering key nutrients that growing kids need—calcium and vitamin D for strong bones, plus gut-friendly fiber—all with no artificial sweeteners, high-fructose corn syrup, or colors and flavors from artificial sources. In other words, Danimals isn’t a health food, but it sure wasn’t doing a very good job talking about its serious nutrition cred.
Our challenge was helping the brand earn parents’ trust while keeping all the joy, imagination and kid-craved appeal that made Danimals famous in the first place. I was on the team, and I was PUMPED. Together with some of Danone’s sharpest minds and most talented designers, we developed a updated look, feel and vibe that celebrate growth—not just physically, but emotionally and developmentally. Because childhood isn’t just about getting bigger. It’s about becoming more capable, more confident and more yourself.
The updated messaging shifts the focus toward what Danimals actually does best: helping fuel and inspire childhood growth.
Let Them Grow
For years, Bongo was doing a lot of heavy lifting. Maybe too much. This intentional and irresistible refresh dials back the monkey chaos and puts the spotlight where it belongs: on growing kids and the nutrients that help support them. Enter ‘Let Them Grow’, a simple but powerful tagline and copy strategy supported by confident kid photography, a clean nutritional story and a handy little No Monkey Business checklist that proves Danimals is more than just fun and games.
Some snaps from the pack and website:
Find Danimals’ New Look On Shelves NOW!
What I loved most about this project is that it wasn’t about changing what Danimals is. It was about helping people understand what Danimals has been all along. It’s a nourishing snack for growing kids AND a place where a monkey can hang out on the package without everyone assuming the product is basically candy. Feels like progress to me.
Huge thanks to the Danone team for trusting me with such a legendary brand. Helping shape the next chapter of Danimals was equal parts strategy, storytelling and monkey business. And frankly, that’s a combination that’s hard to beat. 🐵🥤💙