果汁飲料「ウェルチ」 
アサヒ飲料株式会社

Fruit Juice “Welch's” 
ASAHI SOFT DRINKS CO.,LTD.

Category: Packaging Date: 2014 (1997-)

In 1997, came into stalemate market of fruit juice beverage as a new brand was fruit juice beverage "Welch." The first issue was how to promote and expand the time-honored brand, established in 1869, in domestic market. The strategy focused on the recognition of the brand logo was set to emphasize the style by straining the other indication in the label and putting phonetic (kana) assistance on the Chinese (kanji) characters. In 2006, having the brand already permeated, weight reduction of the container had started to respond to users' requests. The try then had led to a good result with rising recognition rate and brand image along with increasing sales volume. With accumulated brand image as its core, the product design utilizing the features of respective products and categories is still being tried.