Solburst Score: Noosa Yoghurt
I don’t like milk, yoghurt, or cheese (except fresh mozzarella and Oaxaca, or what my friends call tasteless cheese). I don’t like sour cream, whipped cream, heavy cream, and I am picky about ice cream. But y’all, I love me some Noosa.
I saw Noosa in my local Whole Foods about a year ago. I was picking up some yoghurt for my husband when Noosa caught my eye. Again, I don’t like yoghurt, but I loved Noosa’s design so much when I saw it that I bought a few tubs to try! When I got home from the store, my husband thought I had lost my mind. But after we opened a Noosa tub, we both agreed Noosa yoghurt was in a league of its own. My husband asked, “If this is yoghurt, what is everyone else making?”
Now, I will admit, the first several Noosa tubs I had were perfect--thick, smooth, and just the right amount of sweet and tart. I had Noosa for breakfast on some days but mostly enjoyed it for dessert. I have recently found Noosa to be a bit more sour than when I first tried it--it tastes more like a cheesy Greek yoghurt and I’m not as much of a fan. I’m not sure if Noosa changed the recipe or if the taste varies by batch, but my husband still adores it either way.
Nevertheless, from product to website to email campaigns, design experience doesn’t get much better than Noosa.
EMERGENCE
A. Contour (10/10)
Differentiation: How does the shape of the product compare to the competing shapes around it on a shelf?
Noosa’s yoghurt doesn’t come in the typical yoghurt cup. While our eyes get lost in the sea of monotonous shapes, it’s impossible not to notice the circular, and shallow Noosa tubs. The shape stands out and makes us stop, and has even inspired other yogurt companies to go a different route with their packaging.
Thoughtfulness: Is the shape of the product designed for human use, or does it have any bearing on the health of the planet?
Some yoghurt cups are too narrow for spoons, and some are oddly shaped for packing. Noosa’s tub design is easy to pack with other food, and easier to eat from when you’re trying to scrape out every last bit. The tubs are recyclable, like many others, and even reusable since they have lids!
Organization: How does the organization of the icons or words on the product compare to others and orient our attention?
A thick playful logotype is visible from far away, and silhouettes of juicy fruits create an inviting and fresh experience. In comparison to other yoghurt brands, Noosa tubs are also minimalistic, which I think says a lot about what is inside.
B. Color (9/10)
Context: How do the conditions affect the way we experience the chosen color(s)?
In an oversaturated market, Noosa’s shape and bright colors grab our attention and beckon us to pick up the product, even when we don’t like yoghurt! The company’s bold black logotype demands attention, especially when surrounded by other muted and neutral colors on the shelf.
Contrast: Does the design master the use of contrast through color?
Noosa’s clear tubs serve as the perfect contrast for its striking colors and heavy logotype. And you can see the colors of the real fruit showing through, adding to the design and creating a richer experience.
Meaning: Do we find the tonal value of the colors appropriate for the suggested product use? How do they make us feel?
The childlike Noosa colors are captivating and welcoming. The clear tubs with visible fruit stir-ins are an extension of the actual yogurt--pure and good. Not only are the color combinations and designs exciting---they also earn trust.
C. Content (7/10)
Clarity: Is the content easy to pronounce and does it quickly communicate a company’s vision?
The content on the Noosa tub is easy to pronounce. The name is straightforward. The flavors are legible, matching the color of the fruit at the bottom. And if the price didn’t make you tilt your head, the words “finest yogurt” under the Noosa name set high expectations. It’s that simple.
Cleverness: Is the content (name, slogan, etc.) creative and memorable?
I’ll be honest. I don’t think Noosa’s name is the best. It was one of the first things I looked up after seeing it. Until I found out Noosa was a city in Australia, it was way too close to the word, ‘noose’, which is creepy. And even then, it took me a while to get over it. Maybe it wouldn’t make a difference in the Australian market, but in the American market, the name detracts from the product’s shape or colors. I’m used to it now, but when I first bought it I remember saying, “Everything's there except for the name!” Cultural references are important.
Compulsion: Does the content convey passion that compels us to buy?
For Noosa, it’s not so much the content as it is the whole experience. The tub shape, the colors, the logotype..those are the things that get us to commit.
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I always wondered how people chose yogurt since all the small cups look the same! My husband usually went straight for Chobani, and I get it. Chobani’s logotype was superior until Noosa came along. Noosa’s shapes and colors win! And wait till you try the yoghurt! You’ll taste the quality that you see.
ENGAGEMENT
A. Utility (8/10)
Time: Does the company choose the right time and cadence to introduce another touchpoint?
During my research about the company, I joined Noosa’s fan club called Cream of the Crop. The club occasionally sends me coupons and contests, but never clogs my inbox. Not to mention, their email designs are awesome! And they serve as great reminders and cheerful interruptions so that when I see the product at the store I actually am more apt to buy some.
Place: Is the engagement shared through the appropriate channels?
I’d rather get Noosa emails than Noosa snail mail. If you’re not on social media, particularly Instagram, Noosa emails are great! The only other channel I’d suggest is sponsorships. Sponsoring community events would definitely introduce new customers and help keep the old ones. I know Noosa has does this in NYC, giving out free tubs of Noosa, and also in Colorado. Hopefully they show more love in other locations.
Quality: Does the engagement meet or exceed the expectations set during the emergence experience?
All of the engagements I’ve had with Noosa exceed the expectations I had during my first experience with the brand. Save a few instagram posts, the company is pretty consistent with their bright and whimsical design.
B. Understanding (8/10)
Intuition: Does the engagement uncover the deep subconscious values we are looking for in the market?
As with every standard consumer category, fresh design is always a good idea. I can’t speak much for yoghurt connoisseurs, but in terms of values, Noosa provides color, simplicity, and transparency, making it easier to shop and understand what we’re eating.
Empathy: Does the engagement embody the human challenges we face now, and those to come?
At a time when we’re learning more about how we process food and where it comes from, Noosa has made it easier to buy yoghurt and to demand a similar level of design and transparency from other products we buy.
Solution: Does the engagement make the brand a go-to solution for a problem?
When I want to buy yoghurt for my family, I know that Noosa will provide real fruit, local honey instead of sugar, and a yogurt with no hormones or antibiotics. Trying to find products that are good for you and delicious can be tricky. Noosa makes it exciting and effortless to buy their product.
C. Unity (8/10)
Diversity: Does the engagement build a tribe of diverse people based on shared values or passions?
I’m not sure how diverse Noosa fans are, but I like how Noosa tries to engage with its customers. The company has a fan appreciation month, and regularly holds contests for new ideas, even going so far as to pay fans to travel and discover the next best flavor. Setting up branding events in NYC near NYU is almost smart to grow a diverse following. Their social media accounts showcase a little bit of diversity among employees and fans, but the company could use a little more.
Sentience: Does the engagement prove that the brand is aware and responsive to trending or troubling issues?
When faced with the product in person, or even billboards and emails, most people wouldn't know that Noosa has made big efforts to recycle and support the farms that produce their ingredients. At first glance, it might seem that the company only cares about yogurt quality. But Noosa has taken an initiative to support honey bee habitats and dairy farms in Colorado. But you can find out more about the company's recycling and sustainability efforts from its website.
Simplicity: Does the engagement provide natural and simple ways for us to connect with one another?
Noosa helps connect people through community events and contests. I think they’ve nailed the contests, but could probably use more community events. Then again, I don’t live in Colorado, where most of their events probably take place.
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After a product first emerges, continuing to create meaningful moments of engagement is difficult. As a company, you don’t want to overdo it, but you definitely want to become a big part of your customers’ lives, especially when your product can be used or consumed daily. Noosa does an amazing job with their design experience from end to end. Their product is amazing and so are all the touchpoints they offer in between. It’s hard to find a design experience that is so thorough, but Noosa has done a fantastic job at covering all of its bases.
Look for Noosa at your local store and check out their website: www.noosayoghurt.com
EMOTION
A. Rousing (9/10)
Psychology: Does the experience design correspond to our emotions and capabilities?
Remember living for Kool-Aid Bursts or Dunkaroos? I usually had Tampico and Caribeñas but that didn’t stop me from dreaming. Noosa is to yogurt what Dunkaroos were to cookies as a kid. Maybe today Noosa is the Go-Gurt for adults. Either way, the fun design sucks us in and the product keeps us hooked.
Authenticity: Does the experience design appeal to emotion through genuine and consistent interest?
Noosa is a wholesome company. We can tell by the product presentation and the consistent design experience we find in person and online. The company’s product design is great, but they also have an incredible online presence. Noosa keeps it simple. It wants to play a positive role in our lives through encouraging comments and high-quality ingredients. There’s usually a punny quote on the outside and inside of the aluminum foil seal. Sometimes it’s about us, and sometimes it’s about the cows and bees that make Noosa great. Either way, it’s easy to know where the company’s priorities lie.
Magic: Is the design experience more attractive than the product/service offered?
If you can make a girl who doesn’t like or eat dairy, buy dairy, that's magic.
B. Reliable (9/10)
Transparency: Is the experience design vulnerable and open about company practices and culture?
It’s hard to much of anything on an 8oz tub, but Noosa does a good job at making certain values stand out that would help us understand company culture and practice. The two big values that are hard to miss are (1) local whole milk from cows that are treated with respect and (2) honey from bees whose habitats are protected and expanded. If you go to the company website, you’ll learn about less obvious practices like recycling cardboard and building an on-site water treatment plant to reclaim used water for irrigation.
Action: Does the experience design communicate values and prove that the company keeps promises?
With every product, social media post, email, news article, and website visit, it is clear that Noosa keeps its promises. The company values have been set up in such a way that if promises were not kept, there would be no product.
Commitment: Is the experience design representative of the company’s dedication to customer service?
Noosa engages their customers more than any other new brand I know. Contests, questions, appreciation months, feedback, fan clubs--it’s all there. In addition, you can learn more about the “Noosa way” by heading over to the company website and learning more about the 36 tests that every batch of yogurt must pass to be packaged. It is obvious that delivering an awesome experience and product for people is important.
C. Resonant (8/10)
Archetype: Has the experience design aligned itself with a particular theme to appeal to our ego, emotional state, need, or aspiration?
Noosa’s colors and playful style bring out the colorful and playful nature in all of us. I think this is needed more than we recognize. While other food products are neutral or bland, Noosa is bold and vibrant. It motivates us to relax, smile, and celebrate.
Optimism: Does the experience design acknowledge and respect human struggles, and inspire hope?
Noosa’s shapes and colors are uplifting. The messages under the lid are motivational. And the environmental work the company does inspires hope. Imagine if every product you bought at the store was like Noosa.
Courage: Does the experience design focus on the big picture and push boundaries?
Noosa focuses on sustainability, environmental responsibility, and experience. The company pushes boundaries by breaking the mold in their industry. It doesn’t value the same things, look the same way, or operate like others.
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Noosa’s design is the cream of the crop. It delivers consistent happiness and deliciousness, and it works hard to keep its customers engaged. The company has created such a following that people plan trips to its headquarters to see how the yoghurt is made. The design experience has created a brand that people admire, even if they don’t like yoghurt. I may not be the biggest yoghurt fan but I’d love to visit Bellvue, Colorado for a tour. If that’s not emotional design, I don’t know what is.
En Español: (disponible muy pronto)
EMERGER
A. Contorno (/10)
Diferenciación: ¿Cómo se compara la forma del producto con la forma de los productos de la competencia en el estante?
Consideración: ¿La forma del producto está diseñada para uso humano o fue diseñada para mejorar las condiciones ambientales?
Organización: ¿Cómo se compara la organización de los iconos o palabras en el producto con otros y orienta nuestra atención?
B. Color (/10)
Contexto: ¿Cómo afectan las condiciones a la forma en que experimentamos los colores elegidos?
Contraste: ¿El diseño usa contraste a través del color?
Significado: ¿Es el valor tonal de los colores apropiado para el producto? ¿Cómo nos hacen sentir estos colores?
C. Contenido (/10)
Claridad: ¿El contenido es fácil de pronunciar? ¿Se comunica rápidamente la visión de la empresa?
Inteligencia: ¿Es el contenido (nombre, eslogan, etc.) creativo y memorable?
Compulsión: ¿El contenido transmite pasión que nos obliga a comprar?
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REUNIR
A. Utilidad (/10)
Tiempo: ¿La empresa elige el momento y el ritmo adecuados para introducir otro punto de contacto?
Ubicación: ¿Se comparte la interacción de diseño a través de los canales apropiados?
Calidad: ¿El compromiso cumple o supera las expectativas establecidas durante la primera experiencia de diseño?
B. Comprensión (/10)
Intuición: ¿La experiencia de diseño revela los profundos valores subconscientes que estamos buscando en el mercado?
Empatía: ¿La experiencia de diseño encarna los desafíos humanos que enfrentamos ahora y los que vendrán?
Solución: ¿La interacción de diseño hace que la marca sea una solución para un problema?
C. Unidad (/10)
Diversidad: ¿La interacción de diseño construye una tribu de personas diversas basadas en valores o pasiones compartidas?
Responsivo: ¿La interacción de diseño muestra que la marca es consciente y responde a problemas populares?
Sencillez: ¿La interacción de diseño proporciona formas naturales y sencillas para que nos conectemos unos con otros?
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EMOCIÓN
A. Conmovedor (/10)
Psicología: ¿El diseño de la experiencia corresponde a nuestras emociones y habilidades?
Autenticidad: ¿La experiencia del diseño apela a la emoción a través de un interés genuino y constante?
Magia: ¿Es la experiencia de diseño más atractiva que el producto / servicio ofrecido?
B. Fehaciente (/10)
Transparencia: ¿Es la experiencia de diseño vulnerable y abierta sobre las prácticas y la cultura de la empresa?
Acción: ¿La experiencia de diseño comunica valores y demuestra que la empresa cumple sus promesas?
Compromiso: ¿Es la experiencia de diseño representativa de la dedicación de la compañía al servicio al cliente?
C. Resonante (/10)
Arquetipo: ¿Se ha alineado la experiencia de diseño con un tema en particular para atraer a nuestro ego, estado emocional, necesidad o aspiración?
Optimismo: ¿La experiencia de diseño reconoce y respeta las luchas humanas e inspira esperanza?
Valor: ¿La experiencia de diseño se centra en el panorama general y empuje los limites?
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