Cny Design For The Year Of The Snake Milk Packaging by Mengniu Gaoke Fresh Dairy Products is a highly esteemed winner of the very prestigious 2025 Silver A' Design Award in Packaging Design Competition Category.
SilverPackaging· 2025
Cny Design For The Year Of The Snake Milk Packaging
by Mengniu Gaoke Fresh Dairy Products
Client: Mengniu Gaoke Fresh Dairy Products
Silver A' Design Award Winner in Packaging Category
Verified Award Winner
Verify Award Status for #171317The Design
About Cny Design For The Year Of The Snake Milk Packaging
Cny Design For The Year Of The Snake is a limited edition milk packaging label created for the Chinese Year of the Snake. The label is made of double layered transparent BOPP material. The top layer shows a geometric snake pattern that symbolizes good luck. A red triangular corner with a raised edge allows the top layer to be peeled back, revealing hidden blessings on themes such as love, wealth, career and exams. The peeling action turns drinking fresh milk into a small ritual. Localized hot stamping adds visual depth to the design.
The Recognition
About the Silver A' Design Award
Cny Design For The Year Of The Snake Milk Packaging is a Silver A' Design Award winner, an extraordinarily prestigious recognition granted to top-of-the-line, gorgeous, and impressive designs. Silver winners are tremendously brilliant and exceedingly creative works that illustrate the outstanding expertise, talent, and acuity of their designers. Cny Design For The Year Of The Snake Milk Packaging is expected to be a wonderful, showpiece work that is remarkably professional and profoundly innovative. This Silver A' Design Award-winning design is a highly notable, admired invention that benefits and advances the boundaries of art, science, design, and technology. Cny Design For The Year Of The Snake Milk Packaging is a vastly envied creation that evokes desires, introduces positive feelings, and sparks amazement and wonderment.
Where to Get It
Premium Fresh Milk Collection
Experience our award-winning fresh milk that surpasses EU standards, crafted for families who value superior nutrition. Our innovative packaging celebrates Chinese cultural heritage while delivering the finest dairy products. Each bottle represents our commitment to quality, bringing vitality and joy to your daily life.
Find RetailerBehind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The limited edition packaging features an innovative interactive element peeling off the label. The top layer of the label exhibits a snake pattern symbolizing good luck, which can be lifted to uncover six hidden blessings on the lower layer including love, wealth, career, and exams. The act of peeling off the label delivers a sense of ritualistic excitement for consumers, just like drawing lots, enhancing the interactive appeal and emotional significance of the packaging.
- Dimensions & Packaging
- 1L: 90 x 248 ，
720ML: 80 x 227 ，
250ML: 52 x 136 - Tags
- Year of the snake, Zodiac, Milk, Packaging,Good luck
- Production Technology
- The packaging design for the Year of the Snake utilizes a double layered transparent BOPP material. Synchronized printing process is operated to guarantee accurate pattern alignment. Localized hot stamping technology is employed to elevate the visual hierarchy and impart a sense of luxury. Following the printing process, the two layers are accurately laminated and die-cut, resulting in a complete and refined label design that is aesthetically engaging and durable.
- Design Challenge
- Making double layer labels presented the most significant challenge. Managing the thickness of the labels proved to be a complex issue. Since the product must be refrigerated, condensation may lead to slippage of the bottle, resulting in recurring issues such as air bubbles and inadequate adhesion. The team consistently refined choices regarding materials, bonding techniques, and labeling technologies to guarantee the stability and visual appeal of the final labels in a refrigerated condition.
- Research
- In the initial stage of design, we gathered data regarding the social and economic downturn, analyzed consumer psychology, and discovered that consumers often seek comfort in symbols of good fortune, but harbor a fear of snakes. Consequently, we simplified and stylized the snake in our design, integrating the element of good luck and retaining the brand identity. Following the completion of the package design, the market research was conducted to gauge public opinion.
- Inspiration
- In 2025, which marks the Year of the Snake in the Chinese calendar, the company recognizes the need for positive emotional energy among consumers amid global economic challenges. The packaging design was inspired from the Chinese Zodiac snake, integrating the traditional snake motif with contemporary visual language through geometric reinterpretation. It incorporates elements that symbolize good fortune, establishing a visual system that fosters cultural recognition.
- Project Duration
- The project commenced in August 2024 in Shanghai, China, with an expected completion date in November 2025 at the same venue. The product is set to be launched in online and physical stores on 1 December 2024, targeting at supermarkets and online platforms in major cities throughout China, with sales extending until 15 February 2025.
- Operation Flow
- The upper right section of the front label features a prominent triangular red indicator corner label, which acts as a navigational element for users. The inclusion of a raised edge at this corner allows consumers to effortlessly peel back the upper label with a simple snap. This design not only improves the intuitiveness and ease of the user experience but also provides a visual cue that inspires the consumer curiosity and encourages interaction.
- Team Members
- Design Director: Li Huang
Designer:Shen Jia Ting - Image Credits
- Mengniu Gaoke Fresh Dairy Products
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