In Senegal, yogurt has long been a staple. Familiar, routine, deeply embedded in everyday life. The kind of category that sits comfortably in the background, present, dependable, and rarely asking to be noticed.

That comfort zone was exactly what we came to disrupt.

When SOFAS, a Senegal-based food company, approached us to create the packaging and brand identity for its yogurt brand Jèeri, the ambition was clear: break away from the expected and redefine how dairy packaging shows up in the aisle.

The brief went beyond visual differentiation. It called for a full repositioning, a yogurt packaging identity that feels modern, playful, and culturally relevant, built to genuinely connect with a younger generation in a competitive FMCG market.

So we did what any good story needs. We created a character.

We built the brand around Jèeri, a joyful Senegalese cow who became the emotional anchor of the brand identity. Through character design and narrative-led packaging, we turned the brand identity into an evolving story, one that grows richer with every tub on the shelf.

Jèeri’s world runs on whimsy. Mornings begin with yoga, and he takes his “downward cow” very seriously. Afternoons are for hobbies and farm-side conversations. Every corner of his world is decorated with joy, music, and a bowl of delicious yogurt. Each tub captures a moment from his life, turning every flavour into a new chapter, a new glimpse into Jèeri’s slice of farm life.

Every flavour in the Jèeri universe gets its own colour, its own illustration, and its own slice of farm life. It’s the kind of shelf presence that makes a kid tug at a sleeve and a parent actually stops to look, bold enough to cut through the noise, warm enough to feel like an old friend. Ultimately, it becomes a cohesive packaging system with strong shelf impact and a unified visual identity that stops you mid-aisle.

Through character-led storytelling and thoughtful dairy packaging design, Jèeri transforms everyday staples into a playful, modern yogurt brand that feels as joyful as it tastes.