Cny Design For The Year Of The Snake Milchverpackung by Mengniu Gaoke Fresh Dairy Products

Cny Design For The Year Of The Snake Milchverpackung by Mengniu Gaoke Fresh Dairy Products is a highly esteemed winner of the very prestigious 2025 A' Design Award in Silber in Verpackungsdesign Competition Category.

SilberVerpackung· 2025

Cny Design For The Year Of The Snake Milchverpackung

by Mengniu Gaoke Fresh Dairy Products

Client: Mengniu Gaoke Fresh Dairy Products

A' Design Award in Silber Winner in Verpackung Category

25,052
Verified Award Winner
Verify Award Status for #171317

View at A' Design Award Press Release Award Badge

Colors

The Design

About Cny Design For The Year Of The Snake Milchverpackung

Cny Design For The Year Of The Snake ist ein limitiertes Milchverpackungsetikett, das für das chinesische Jahr der Schlange entworfen wurde. Das Etikett besteht aus doppellagigem, transparentem BOPP-Material. Die obere Lage zeigt ein geometrisches Schlangenmuster, das Glück symbolisiert. Eine rote dreieckige Ecke mit erhabener Kante ermöglicht das Abziehen der oberen Lage, wodurch verborgene Segenswünsche zu Themen wie Liebe, Wohlstand, Karriere und Prüfungen zum Vorschein kommen. Der Abziehvorgang verwandelt das Trinken frischer Milch in ein kleines Ritual. Eine partielle Heißfolienprägung verleiht dem Design zusätzliche visuelle Tiefe.

The Recognition

About the A' Design Award in Silber

Cny Design For The Year Of The Snake Milchverpackung ist Gewinner des A' Design Award in Silber, einer enorm prestigeträchtigen Anerkennung für erstklassige, großartige und beeindruckende Spitzendesigns. Silber-Gewinner sind ungemein brillante und äußerst kreative Werke, die die herausragende Expertise, das Talent und den Scharfsinn ihrer Designer veranschaulichen. Von Cny Design For The Year Of The Snake Milchverpackung wird erwartet, dass es ein wunderbares Vorzeigewerk ist, das bemerkenswert professionell und zutiefst innovativ ist. Dieses mit dem A' Design Award in Silber prämierte Design ist eine höchst bemerkenswerte, bewunderte Erfindung, die den Grenzen von Kunst, Wissenschaft, Design und Technologie zugutekommt und sie voranbringt. Cny Design For The Year Of The Snake Milchverpackung ist eine vielbeneidete Schöpfung, die Wünsche weckt, positive Gefühle vermittelt und Staunen und Verwunderung entfacht.

Behind 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