The Collective: Ridiculously Tasty Yoghurt

The Collective: Helping a challenger brand punch above its weight

The Collective made brilliant yoghurt, innovative flavours, disruptive products, but nobody knew who they were. With their name hidden inside their own logo, building awareness was an uphill task, even for category fans.

We used social ethnography to understand exactly how people ate, talked about and felt about The Collective in their daily lives. Those real human truths became the foundation for emotionally resonant headlines paired with bold, eye-catching design, work built to stop people in the aisle and make them reach for the right pot. The idea: Ridiculously Tasty Yoghurt. Unpretentious, confident and impossible to ignore.