- - Package Design
Improving the brand’s world view by localizing for overseas markets
Meiji Bulgaria Yogurt, introduced in 1971 as Japan’s first plain yogurt, has long been a favorite brand not only in Japan but also in China. In the Chinese market, in 2013, the brand launched a coagulated yogurt that does not use food additives such as starch and gelatin, but is naturally coagulated by lactic acid bacteria. Furthermore, in 2017, the company launched Meiji Bulgaria Nomu-Yogurt, a bottle-type yogurt that is not sold in Japan.
Since Bravis has been involved in the renewal of Meiji Bulgaria yogurt in Japan for more than 25 years, the company is also in charge of package design for the Chinese market. Communicating with the staff, including designers in the Shanghai office of BRAVIS, we are developing designs tailored to the Chinese market and are responsible for the overall branding of the brand.
Meiji Bulgaria Yogurt, which is sold in Japan, will celebrate its 50th anniversary in 2023, and with it, a new manufacturing method will be adopted for the first time in about 10 years. The package design has also been redesigned by eliminating the blue lines that had been used on the logo panel for many years and replacing them with a white, three-dimensional, regular circle panel that evokes a smooth yogurt. The package design for the Chinese market was also redesigned to maintain brand unity overseas.
The same circular panel as in Japan has been redesigned to give the yogurt more of a smooth, melt-in-your-mouth feel. Furthermore, while maintaining the blue and white colors of the brand identity, a gold spoon sizzle was used on the main product to convey the sense of quality and taste of the yogurt. In addition, as the product celebrated its 10th anniversary in the Chinese market, a logo was created to commemorate the anniversary, and fireworks and sparkling graphics were used to convey a sense of celebration.