- - Package Design
Brand equity communicates the brand’s aspirations
Meiji Corporation’s “Meiji Meibulance” is a nutritional food brand with the No. 1 track record in the medical field.
Since the brand was launched in 1995, the lineup has been developed to meet the needs of pathological conditions and medical facilities. In 2014, “Meiji Meibalance Mini Cups” were launched for over-the-counter use, which can be purchased at drugstores and other stores. The brand has long supported the lives of people who have difficulty getting enough energy and nutrients from their diets, as it tastes great and provides a high energy intake in a small amount, and also contains a good balance of the six major nutrients.
In addition to the “Milk Taste Series,” which has been approved by the Consumer Affairs Agency for labeling as a total nutrition food, the “Fermented Milk Series,” which contains fermented milk fermented with lactic acid bacteria, the “Arg Series,” which contains high levels of arginine, and the “Meiji Meibalance Soft Jelly, and many other series. Bravis developed the brand logo and package design for each series.
The square brand logo, one of the most memorable features of the package, is designed with a “light” motif, based on the idea of maintaining daily health and making people’s lives brighter. While conveying the brand’s aspirations, it is a strong equity that allows consumers to recognize the Meibalance brand at a glance. Furthermore, by changing the background color for each flavor, the variations and individual differences are more easily recognizable, resulting in a package design that is easy to select at the store.