The brief:
Meiji Group is a global food and pharmaceutical company, which began as a confectionery company, later becoming the 4th largest in the world. As it grew, the company began emphasizing health, wellness, and pharmaceuticals. Now a global purveyor of confectionery, nutritious food products, and medicine, Meiji approached us with the challenge of completely remaking its global site.
The goal: re-position the brand as an emblem of health and wellness while maintaining its established identity as a representative of tasty treats.
My role:
I teamed up with a group of copywriters, designers, and project managers to create an in-depth style guide and content strategy that would complement the site’s design and fully represent Meiji’s ideal messaging. Together, we then implemented the copy and content to flow with the UX and highlight rejuvenated goals in the pharmaceutical and wellness space.
We found a voice and tone which struck a delicate balance of friendliness, optimism, and compassion with future-focused language. Each aspect combined to showcase Meiji’s dedication to developing health-foods and pharmaceuticals that have a tangible impact on society writ large.
Highlights:
We developed an on-going series of articles called “Wellness Stories” that feature informative pieces about innovations and current issues in health care and medicine, plus engaging narratives about Meiji’s positive impact in communities around the world.
The result is an effective collection of content that covers the core goal of Meiji’s business: the combination of food and pharmaceutical expertise to deliver wellness to all.
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*Of course, we couldn’t forget about Meiji’s long-standing presence as a manufacturer of delicious sweets and other confectionery. So the Food pages dial up the friendly aspects allowed in our style guide to appeal to the taste buds without abandoning the respectful, optimistic tone established throughout the site.
