Shaping how Danone teams learn, apply, and live the brand
Introduction
Danone needed a way to help internal teams understand and apply the brand consistently across regions, channels and day to day communication. The identity was strong, but guidance lived in scattered documents, old files and static PDFs that were hard to search and even harder to teach from. I designed an interactive brand learning experience that brings all guidelines, examples and workflows into one place, making it easier for teams to learn and use the brand with confidence.
Challenge
Danone has a large global presence and many teams, partners and agencies producing brand communication. Without a single shared reference point, alignment depended on personal interpretation, old templates or informal knowledge transfer. This led to inconsistencies and slowdowns when teams needed to confirm the correct use of logos, colors or tone.
The challenge was not only to organize the information, but to make it learnable. The system needed to support people at different levels of familiarity and help them understand not just how to apply the brand, but why decisions behind the identity mattered.
Process
We began by reviewing every piece of brand documentation available. Guidelines, examples, campaigns, templates, internal workshops. The goal was to understand how brand knowledge was currently shared and where confusion occurred. We spoke with internal teams to learn how they look for answers in their day to day work and what slows them down.
The structure of the learning platform came from those conversations. We organized information into clear, meaningful layers. Starting broad with brand principles, then moving into elements like typography and color, and finally into concrete application scenarios such as packaging, presentations or social content. We prototyped different layouts and component patterns to make navigation intuitive and reduce cognitive load, testing each iteration with internal teams to ensure it felt natural.
Solution
The final result is a central brand learning hub that makes it easy for Danone teams to understand, apply and maintain brand consistency. It combines content, components and visual examples into a system that is clear, structured and practical. Teams can quickly find answers, explore how guidelines translate to real outputs and reference reusable components when creating new work.
Because it is built for internal use, the experience focuses on clarity and confidence rather than marketing expression. It supports ongoing updates, adaptation for new markets and the addition of new brand elements as Danone evolves. It is designed to stay relevant, not to be replaced.
Reflection
This project reinforced the idea that a brand only lives through the people who use it. When guidance is clear, accessible and easy to learn from, consistency becomes natural rather than enforced. Good brand systems are not only visual frameworks. They are learning experiences. When those experiences are thoughtful and human, the brand becomes something people can carry forward with confidence.
The work behind the work
For the curious minds: how the sausage is made (but prettier). Process, decisions, prototypes, the whole thing.
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