Calpis offers “Calpis Water,” a PET bottle beverage that can be enjoyed casually anytime, anywhere, and
“CALPIS Strong,” which offers a richer flavor.
Bravis has been responsible for the packaging design of both products for many years.

The current design format has been in use since 2022, when the brand underwent a major redesign—a rare move for a long-standing brand.
The key to redesigning a long-standing brand is maintaining the existing brand image while effectively communicating the changes to consumers.With this in mind, we consolidated the wave and water surface graphics—which are emblematic of Calpis Water—into the lower portion of the design,while increasing the amount of white space compared to the previous version to create a design that conveys the drink’s refreshing aftertaste and its suitability for sipping freely.
Furthermore, we updated the design to a more modern look by changing the logo to a cleaner typeface and replacing the katakana “Watar” with alphabet letters featuring refreshing decorative elements.

On the other hand, “CALPIS Strong” contains approximately 1.8 times the amount of milk ingredients compared to “Calpis Water.”
To visually convey its distinctive taste—which is both refreshing and richly full-bodied—we not only placed a large image of a glass against a deep navy background but also
created a package design that conveys a sense of superior quality.

• CLIENT

  Asahi Soft Drinks

• SERVICE

  Brand Identity

  Package Design

  Tone & Manners

  COUNTRY

  Japan