Since 2005, there's been a boom in Korea’s yogurt market due to increased interest in health and well-being. To continue to excel in this climate, Korea Yakult, one of the yogurt industry’s top leaders, asked us to develop a distinctive package design for a new, tooth-protecting, yogurt brand.
After developing a name for the product – TooTee – we highlighted the functional benefits of the product. Then, to made the tooth-shaped package stand out, we created an animated story about teeth, using clean and minimal images and colors.
Unlike competitors who designed their packages to emphasize nutritious ingredients, using bright colors and popular cartoon characters, our design tells a unique story using simple colors.
Two months after the product launch, Korea Yakult has sold more than 150,000 units of “TooTee” per day, racking up more than US$ 1.8 million per month in sales. “TooTee” was selected as a “Hit Product of the Year 2007” and "Consumer Product of the Year 2007."
That’s something worth smiling about!