Nongfu Spring Mix Primêre Funksie: Melktee-verpakking by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award in Silwer in Verpakkingsontwerp Competition Category.
SilwerVerpakking· 2022
Nongfu Spring Mix Primêre Funksie: Melktee-verpakking
Client: Nongfu Spring Co. Ltd.
A' Design Award in Silwer Winner in Verpakking Category
Verified Award Winner
Verify Award Status for #133918The Design
About Nongfu Spring Mix Primêre Funksie: Melktee-verpakking
Nongfu Spring Mix is 'n beperkte geskenkboks wat geskep is vir melktee wat deur aanlynwinkels verkoop word. Die boks is gevorm soos 'n rooi tiergesig om die Chinese Jaar van die Tier te vier. Die oë van die tier word vervang deur draaivorme wat van die binneverpakking geneem is, wat verwys na die vermenging van egte melk en tee. Wanneer die boks vasgehou word, sit die hande van die verbruiker reg bo die tiergesig, wat 'n speelse interaksie skep. Die konsep is gebaseer op 'n bekende Chinese kinderrympie oor die verslaan van 'n tier. Die boks is gemaak van papier met blink laminering.
The Recognition
About the A' Design Award in Silwer
Nongfu Spring Mix Primêre Funksie: Melktee-verpakking is 'n wenner van die A' Design Award in Silwer, 'n buitengewoon prestigieuse erkenning wat toegeken word aan topklas-, pragtige en indrukwekkende ontwerpe. Wenners in Silwer is geweldig briljante en uiters kreatiewe werke wat die uitstaande kundigheid, talent en skerpsinnigheid van hul ontwerpers illustreer. Daar word verwag dat Nongfu Spring Mix Primêre Funksie: Melktee-verpakking 'n wonderlike vertoonstuk is wat merkwaardig professioneel en diepgaande innoverend is. Hierdie ontwerp wat die A' Design Award in Silwer gewen het, is 'n hoogs noemenswaardige, bewonderde uitvinding wat die grense van kuns, wetenskap, ontwerp en tegnologie bevoordeel en uitbrei. Nongfu Spring Mix Primêre Funksie: Melktee-verpakking is 'n wyd beny skepping wat begeertes oproep, positiewe gevoelens bring en verbasing en verwondering wek.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 2022 is tear of the tiger in China. During Chinese new year, most of products are turning red and have new year greetings or traditional patterns on packaging. It is the safest and acceptable way to do it but lacks surprise and creativity. As e-commerce exclusive packaging, the business goal is to attract young consumers and create a buzz on social media, so the team breaks the conventional design language and use a dramatic way to establish the link between packaging and the year of tiger. The idea is based on a well-known Chinese nursery rhyme which is easier to be remembered and spread among consumers. The product feature is also well combined with tiger. This limited gift box is unique on market.
- Dimensions & Packaging
- Width 213mm x Depth 141 mm x Height 169mm
- Tags
- packaging, milk tea, China, e-commerce, tiger, Chinese new year
- Production Technology
- The box is made of paper with gloss lamination
- Design Challenge
- The main challenge is to find the link between products and tiger. The combination between the word "da" and tiger forms a Chinese nursery rhyme "beat the tiger". This nursery rhyme is well-known in China, and it has the potential to create a buzz in market.
- Research
- Based on personal experience and desk research on Chinese new year packaging design, the team found out the basic design principles of packaging such as red and gold, blessing copy, traditional pattern, etc. However, unlike dairy or alcohol that are usually purchased for gifting when visiting relatives and friends, milk tea is often purchased for pleasing themselves. Instead of using conventional elements, it is possible to make the packaging fun and unique, which can bring humour and creativity to consumers.
- Inspiration
- The essence of this brand is "mix". In Chinese, it means "da". For the brand, "da" is the process of mixing real milk and tea together, but the most common meaning of "da" is "beat". It happened that one catchy Chinese nursery rhyme "beat the tiger" includes brand name "da" and Chinese new year zodiac "tiger", so it becomes the inspiration of the design. The whirl is the brand equity taken from the inner pack which communicates the technique behind. In addition, the whirl is often used for expressing dizziness. In order to fit the happy occasion, the packaging is the red tiger face, while its eyes are replaced with whirls. When consumers hold this gift box, it looks like they are beating the tiger. It provides celebration atmosphere, fun and interactivity to consumers.
- Project Duration
- The project started in Oct, 2021 and the product will be launched in Feb, 2022.
- Operation Flow
- The overall design of the box is based on tiger head to express that it is the packaging created for the year of tiger. The eyes of the tiger are replaced by whirl. When consumers are holding the box, their fists are right above the tiger, which can create the interaction between consumers and packaging. Compared with traditional Chinese new year packaging, this packaging is fun and outstanding.
- Team Members
- Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - Image Credits
- All photos credits to blackandgold Shanghai, 2022.
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