This Yakult Rebrand Insists You Purchase Yakult by the Bottle

November 29, 2018

Your Brand is Bland is where designers get creative with food brands and turn them into something entirely different. For better or for worse.

Today, on Your Brand is Bland, we chose to focus on a generation-old brand to which we owe our knowledge of lactobacillus shirota strain bacteriamaking us sound smarter to some extent. Yes, I’m talking about Yakult, that after-school pick-me-up drink that we enjoyed as children (and to this day—especially when our gut isn’t exactly functioning the way it should be).

&½ (And a Half) Design Studio, the same awesome people who helped us rebrand Ricoa’s Curly Tops in the past.

 

yakult-mock-up2

“For the concept, we decided to use characters/icons as mascots for their ‘OK ka ba tiyan? tagline. We designed the creatures to have bloated bellies in order to reinforce that message. We also thought of them as the Lactobacillus Shirota Strain elements that make your tummy feel better. This is why each bottle has a unique creature. And for marketing purposes, we can turn these characters into collectibles. Same goes with the packaging. One character per bottle as collectibles, and children will be more enticed to drink Yakult. We maintained the Japanese design as well: clean, minimalist, and single-colored.”

yakult-mock-up1

“For the logo, we made it more Japanese to make it more consistent with the overall look. We also wanted to speak to a younger market, that’s why we decided on a more refreshing typeface, but we still retained the container for the type since it’s a strong visual mark that already has Yakult’s brand recognition.”

yakult-mock-up3

What do you think of this brand makeover? Will you be more compelled to chug down 4x the amount of Yakult you normally drink just to collect more bottles? Let us know!


And a Half is a Philippine based multi-disciplinary design studio by Corinne Serrano and Mike Parker that specializes in brand identity, print and web design. They believe that the best work is sensitive and responsive, communicating messages that persistently complement, captivate, and engage their client’s market. They push for a lasting, sincere, and personal relationship with clients striving to build a foundation rooted in the value of partnership and mutual trust.

Mikka Wee Mikka Wee

Mikka Wee is former editor of Pepper.ph and was part of the team until she got whisked away to Singapore in 2016 where she worked in advertising and eventually found herself back in the food industry. She currently does marketing work for two popular Singaporean dessert brands and is a weekly columnist for The Philippine Daily Inquirer’s lifestyle brand, Preen.ph. She has always been crazy about travel, food, and her dog Rocket.

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24 comments in this post SHOW

24 responses to “This Yakult Rebrand Insists You Purchase Yakult by the Bottle”

  1. Geh says:

    Retro, Japanese, minimalist, kawaii. I’d be more than happy to stock my fridge with these bottles. Awesome awesome work. 🙂

  2. Adrian De Leon says:

    I love how the germs are cute but still look a bit dangerous. Tapos yung posing nila parang gang na ayaw mo masalubong sa gabi kung masamang bacteria ka. Great re-design! 🙂

  3. Anne S says:

    i love glass bottled drinks. Hate plastic. Cute minimalist design too! 😀

  4. Gay Sagabaen says:

    It’s cute. But I think that shape of the current bottle is very iconic. If we could have a bigger bottle but with the same shape as what it is today that would be great. And also with the cute characters too.

  5. Benjamin Canapi says:

    Cool! Hey, can someone work on AllMyTea? PLEASE?!?

  6. Addi dela Cruz says:

    Hahah, Yakult in Litro bottles, please!

  7. Meli Munoz says:

    The mascots are cute, but I still like the old container..the two ideas can be fused together

  8. Sheena Siao says:

    This is really cute. I love the initiative of look at brands that need help. Looking forward to more!

  9. charissetan says:

    These are really cute, but I’m a sucker for nostalgia! The original (and current) yakult containers are tied to my childhood. I wouldn’t change anything!

    • Mao Quesea says:

      Thumbs up for that.. For the 80ml bottle, I would go for the same old yakult containers…just bigger.. Monster size yakult. LOL that would be great!

  10. hehehe says:

    The tagline is not ‘Okay pa ba tiyan?’, rather, it is ‘OK ka ba tiyan?’.

    Thumbs up for isang litrong Yakult!

  11. St. Alia of the Knife says:

    I am lovin’ the bottles!

  12. kath says:

    These are super cute!! I’d buy them and keep the glass bottles for decorative purposes 🙂

  13. Dez says:

    Love the concept! But it’s not a good idea to drink too much Yakult in one go… 😀 Imagine all those live microorganisms overpowering your normal tummy bacteria. I know people who’ve been sent to the hospital (for diarrhea!) for indulging in too much Yakult in a day, hehe. The size of these bottles are too much for a single consumption. 🙂

  14. tom says:

    for me yakult doesnt need rebranding. it’s already an excellent brand. replacing the small iconic containers with those generic bigger western milk bottles will ruin yakult. And i know that the reason why yakult is stored in small containers, is it has to be consumed right away once opened because the lifespan of good bacteria is short. I learned this back in college from a classmate in business class who did a project on yakult (note that they had access to yakult people and the plant.

  15. cheskacandy says:

    In Japan, they have 500 ml bottle versions of Yakult for sale… Yummy !!!

  16. Cel says:

    the red font and layout is quite good. the bottle shape/size should not be changed though. And finally the characters should be improved (maybe just heads?) because as is they resemble the characters from here: http://www.dumbwaystodie.com

  17. shark says:

    hope its available here in manila. id purchase it! 🙂

  18. multihappybacon says:

    the happy circle reminds me of the kewpie mayo logo…hahaha

  19. alterego says:

    I love the makeover! When will it be available?

  20. ... says:

    That’ll just give a wrong notion to the bacteria’s morphology. Lactobacillus from the genera itself is of elongated/ elliptical shape, not of various other shapes. There is ingenuity in the idea, but it’ll just bring about confusion. Why not incorporate different emotions on a barr-like cartooned image of the L. casei instead?

  21. Sarah Oddo Darrow says:

    Love the idea!

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