Meiji | Tetra Pak
Designing multi-functional package in one shot of plastic
My contribution: Market positioning | Brand experience | Creative Direction | Design leadership.
Background:
Meiji, a leading Japanese provider of dairy, snacks, and infant formulas, sought to revitalize their drinking yogurt portfolio. The goal was to develop a proprietary package specifically designed to offer a superior, more functional drinking experience. As a market leader, Meiji required a signature format that could differentiate the brand while meeting the evolving lifestyle needs of the Japanese consumer.
Challenge:
The initiative faced a formidable technical threshold. The solution had to remain compatible with Meiji’s existing filling machinery and satisfy the exceptionally strict quality and technical standards of the Japanese market. Success required a precise engineering balance: delivering a genuinely novel user experience that elevated the brand without compromising production efficiency or regional compliance
The Solution:
The resulting 200ml carton features a custom-molded plastic top that offers two distinct modes of consumption and a comfortable, practical drinking experience. Developed through close collaboration between Tetra Pak’s Design and R&D teams and Meiji, the entire top is delivered via a single shot of plastic at a production speed of 1.5 seconds per unit. The design also incorporates easy-separation features to support recycling, successfully bridging the gap between high-speed technical feasibility and market-shifting impact.
The Outcome:
Commercial production launched in April 2012, marking a significant milestone in high-performance packaging. The solution won the Food Packaging Category Award at the Japan Packaging Contest, standing out among over 320 entries. The project was recognized for excellence across materials science, technical innovation, environmental credentials, and user experience, securing Meiji’s position as a pioneer in the category.