A prolific brand with multiple SKUs, Go-GURT’s package design refresh focused on shop-ability via simplification and establishing design segmentation rules across their everyday, licensed and promotional offerings.

Simplification came with a logo update, taking out visual layers while maintaining its youth and energy. We also created an architecture that used the Go-GURT green to brand block and allowed to the logo to pop and act as a bullseye at shelf. Across the portfolio, the brand’s most important assets are used meaningfully and consistently to aid the consumer shopping experience.

As the team moved through the package refresh, attention turned to the iconic Go-GURT tube. While the tubes on promotions and licensed offerings are renewed continually with new art, games and trivia, the team sought to create a set of proprietary tube designs that kids could readily recognize as Go-GURT.

Enter 240 unique tube designs. Conceptualized, designed and illustrated at Ultra, our team created varying styles, themes and content that established additional ownable assets for the brand while bringing a design-led perspective to kid fun.