Lactasoy
Refreshing a trusted favourite
Background
For over 37 years, Lactasoy has been one of Thailand’s most recognisable UHT soy milk brands, now exporting to more than 45 countries worldwide. The brand holds a majority share of the Thai soy milk market and remains top-of-mind among consumers as a trusted favourite. In recent years, Lactasoy has developed several new variants to meet the needs of health-conscious and specific-diet consumers.
Challenge
With the numerous health benefits of soy milk, as well as the brand variants offering further benefits, Lactasoy’s packaging design had become full of information, overwhelming the consumer and making them hard to differentiate. Moreover, while catering to a large market, the use of three languages on the packaging further added to the crowded nature of each carton. Brand New Day Asia’s challenge, therefore, was to provide a new design that consolidated the messaging, created a clear variant differentiation, but above all, kept loyal to the much-loved Lactasoy brand identity and packaging design system.
Solution
Brand New Day Asia set about defining the product variants into much clearer designs, focusing on a hierarchy of communication to include branding, colour, variant differentiation, appetite appeal and product information. Each variant is clearly labeled below the Lactasoy logo with its defining benefit, those being Original, Unsweetened and Hi-Calcium. Primary colours of blue, white and red are further used to define each variant respectively.
In order to create a more reader friendly list of benefits, the text was re-aligned and reduced to the key messages needed. In tackling the various languages, Brand New Day Asia kept as much separation as possible between each, which included placing the Chinese text within a box, colour matched to the variant. The overall effect is a Lactasoy packaging design that is instantly recognisable, but now clearer in its communication about the benefits and variants available to the consumer.
