Yakult.
Working with Newcraft AMS and Yakult Europe to redefine Yakult brand experience for digital with a new tone of voice and UX copy.
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The Brief
(01)
Finding the digital tone of voice for the little bottle on a big mission
Working with Newcraft Amsterdam (now part of VML), I worked with a core agency team rebuilding and reimagining the Yakult Consumer website from the ground up. My part was to define how the brand should sound online, a process that involved many client sessions and reviews. It all came together in a TOV document that would guide each country as they developed their own version of the new Yakult system. I was also asked to write a good deal of the new website too.
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Tonal foundations
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Be playful. Be caring. Be authentic.
This was the essence of the tonal approach to the new website: Be playful – we're fun and light-hearted. Be caring – we genuinely care. Be authentic – we're mentors and real scientists. Overall the aim was to create content that was: short and sweet that's easy to digest.
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