This Yakult Rebrand Insists You Purchase Yakult by the BottleNovember 29, 2018
- Mikka WeeWords
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 bacteria, making 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).
“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.”
“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.”
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!