Cny Design For The Year Of The Snake Emballage de lait by Mengniu Gaoke Fresh Dairy Products

Cny Design For The Year Of The Snake Emballage de lait by Mengniu Gaoke Fresh Dairy Products is a highly esteemed winner of the very prestigious 2025 A' Design Award d'Argent in Design d'Emballage Competition Category.

ArgentEmballage· 2025

Cny Design For The Year Of The Snake Emballage de lait

by Mengniu Gaoke Fresh Dairy Products

Client: Mengniu Gaoke Fresh Dairy Products

A' Design Award d'Argent Winner in Emballage Category

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Verified Award Winner
Verify Award Status for #171317

View at A' Design Award Press Release Award Badge

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The Design

About Cny Design For The Year Of The Snake Emballage de lait

Cny Design For The Year Of The Snake est une étiquette d'emballage de lait en édition limitée créée à l'occasion de l'Année du Serpent du calendrier chinois. L'étiquette est réalisée en matériau BOPP transparent à double couche. La couche supérieure présente un motif géométrique de serpent, symbole de bonne fortune. Un coin triangulaire rouge doté d'un bord en relief permet de décoller la couche supérieure, révélant des vœux dissimulés portant sur des thèmes tels que l'amour, la richesse, la carrière et les examens. Ce geste de décollement transforme la dégustation d'un lait frais en un petit rituel. Un marquage à chaud localisé apporte une profondeur visuelle à l'ensemble du design.

The Recognition

About the A' Design Award d'Argent

Cny Design For The Year Of The Snake Emballage de lait est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Cny Design For The Year Of The Snake Emballage de lait est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Cny Design For The Year Of The Snake Emballage de lait est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

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