Humankind Design

How it started

Yakult was first introduced to Singaporeans in 1979, and has been a household name for digestive health since then.

Their philosophy of contributing to the health and happiness of people around the world through pursuit of excellence in life sciences resonated with Singaporeans, and their cultured milk was a beverage to look forward to enjoying.

The challenges

Similar brands soon came into play and diluted Yakult’s share of the market

This included losing their original brand colour to a prominent competitor, successfully confusing customers with two very similar brands with very little understanding of any difference other than taste and price.

Strategic question

How might we re-establish Yakult as the incumbent probiotics cultured milk drink

As well as communicate its competitive advantage from its longstanding research and experience in the field?

Goals met

A re-alignment of Yakult’s packaging consolidated the products under the Yakult brand

The brand had a strong visibility on retail shelves, and customers could now easily navigate their range of offerings according to their needs.

Since the packaging refresh, sales numbers increased due to better visibility of the product on the shelves

Together with clearer communication of the brand’s key selling points – their global presence and exclusive probiotic strain – the new packaging design gave them a competitive edge in the market.

We continued to support Yakult with branding and marketing collaterals to strengthen the brand communication and delight customers.

Our work


Science-based nutraceuticals


Fuss-free baby wear


Immersive luxury

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Brand Strategy Agency Singapore