In the 1970s, Meiji worked with the Bulgarian government to introduce traditional healthy yogurt-making techniques to Japan. As a result, Meiji’s Bulgarian brand has earned a reputation for authentic yogurt since its launch. However, like other well-known brands, “Bulgaria” needed a strategy that would allow it to evolve into a brand appropriate for the times while maintaining its brand identity. Bravis has been involved in the renewal of the brand for more than 25 years while maintaining the brand logo and blue and white brand colors as equity, and in the past, in addition to yogurt, we have also been responsible for the package In addition to yogurts, I was in charge of package design and development for yogurt cake, frozen yogurt and yogurt desserts.

Today, I am still involved in adjusting the classic “Bulgaria” brand identity to the design of the times, as well as developing package designs for brand extensions from basic yogurt to flavored yogurt, yogurt drinks, and other products.
In 2023, which marks the 50th anniversary of the product’s launch, a new manufacturing method “Kuchidokoro Mellow Fermentation” will be adopted for the first time in about 10 years for “Meiji Bulgaria Yogurt LB81 Plain,” the core product of the brand, and the package design will also be renewed. The blue lines that had been used on the logo panel for many years were eliminated to create a three-dimensional white regular circle panel that evokes smooth yogurt. In a market where 2D designs dominate, the new panel gives the yogurt a sense of presence and communicates that the yogurt brand is one step ahead of its time.

• CLIENT

  Meiji

• SERVICE

  Package Design

  COUNTRY

  Japan