Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking troch Blackandgold Shanghai

Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking troch Blackandgold Shanghai is in heech wurdearre winner fan de tige prestizjeuze 2022 A' Design Award yn Sulver yn de kompetysje-kategory Ferpakkingsûntwerp.

SulverFerpakking· 2022

Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking

troch Blackandgold Shanghai

Klant: Nongfu Spring Co. Ltd.

A' Design Award yn Sulver Winner yn de kategory Ferpakking

24,520

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #133918

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking

Nongfu Spring Mix is in beheind kadootsje makke foar molketee dy't fia online winkels ferkocht wurdt. It doaske hat de foarm fan in read tigergesicht om it Sineeske Jier fan de Tiger te markearjen. De eagen fan de tiger wurde ferfongen troch draaifoarmen dy't út de binnenferpakking naam binne, dy't ferwize nei it mingen fan echte molke en tee. As it doaske fêsthâlden wurdt, sitte de hannen fan de konsumint krekt boppe it tigergesicht, wat foar in boartlike ynteraksje soarget. It konsept is basearre op in bekend Sineesk berneferske oer it slaan fan in tiger. It doaske is makke fan papier mei glânzjende laminaasje.

De Erkenning

Oer de A' Design Award yn Sulver

Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking is in winner fan de A' Design Award yn Sulver, in bûtengewoan prestisjeuze erkenning foar topûntwerpen dy't prachtich en yndrukwekkend binne. Sulverwinners binne tige briljante en ekstreem kreative wurken dy't de treflike ekspertize, it talint en de skerpsinnigens fan har ûntwerpers yllustrearje. Fan Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking wurdt ferwachte dat it in prachtich foarbyldwurk is, opmerklik profesjoneel en djip ynnovatyf. Dit winnende ûntwerp fan de A' Design Award yn Sulver is in tige opfallende, bewûndere útfining dy't foardiel bringt en de grinzen fan keunst, wittenskip, ûntwerp en technology ferleget. Nongfu Spring Mix Primêre Funksje: Molketee-ferpakking is in skepping dêr't breed oerjûn wurdt, dy't winsken wekker makket, positive gefoelens bringt en ferwûnderjen en fernuvering opwekket.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: 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.
Ofmjittingen & Ferpakking: Width 213mm x Depth 141 mm x Height 169mm
Labels: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Produksjetechnology: The box is made of paper with gloss lamination
Untwerpútdaging: 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.
Undersyk: 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.
Ynspiraasje: 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.
Projektdoer: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Operaasjestreamferrin: 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.
Teamleden: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Ofbyldingskrediten: All photos credits to blackandgold Shanghai, 2022.