Total Yoghurt | John Cook Creative

FAGE Total Greek Yoghurt

To reposition the product as an everyday staple rather than just a thick, creamy indulgence, we set out to educate consumers on its authenticity and health benefits, while subtly challenging the claims of other so-called “healthy” yoghurts.

We also explored positioning FAGE, not as an occasional indulgence, but as an everyday essential. Something authentic, versatile, and genuinely Greek. At the same time, we wanted to quietly challenge all those “Greek-style” yoghurts cluttering supermarket shelves.

Visually, we took inspiration from the Greek flag and the playful simplicity of Paul Rand's illustrations, creating something that looked good enough to eat.