Chilled Milk Pacadh by Kazuo Fukushima and Aya Tanaka

Chilled Milk Pacadh by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 Duais Umha A' Design Award in Dealbhadh Pacaidh Competition Category.

UmhaPacadh· 2024

Chilled Milk Pacadh

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

Duais Umha A' Design Award Winner in Pacadh Category

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Verified Award Winner

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Colors

The Design

About Chilled Milk Pacadh

A' targaid bhoireannaich òga Sìneach, chaidh bainne sùbh-làir premium a chur air bhog a chaidh a bhrosnachadh le reasabaidhean Seapanach gus cuimhneachan a dhùsgadh. Air a dhèanamh le 50% bainne amh, tha e a' tabhann cothromachadh foirfe de mhilseachd is searbhachd dhaibhsan aois 20-39. Tha pacadh stoidhleach, so-ghiùlain aig an toradh a tha a' gabhail brath air earbsa brannd Seapanach. Tha an dealbhachadh aige, le cùl-raon geal agus dealbhan sùbh-làir fìor-choltach, ag amas air eòlas sèimh achadh sùbh-làir a thoirt seachad, a' riochdachadh ùrachd agus sògh.

The Recognition

About the Duais Umha A' Design Award

Tha Chilled Milk Pacadh air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Chilled Milk Pacadh na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Chilled Milk Pacadh a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In response to young Chinese women's preference for strawberry milk, a high-quality product inspired by traditional Japanese recipes has been developed, aiming to stir nostalgia among Japanese consumers. Crafted with 50% raw milk, this fresh, refrigerated flavored milk strikes an ideal balance between sweetness and acidity, specifically targeting women aged 20-39. The project showcases a chic, portable packaging design, capitalizing on the trust placed in Japanese brands to offer a novel and delightful strawberry milk experience.
Dimensions & Packaging: Surface : matte.
bottle material: recyclabled paper
Cap material: plastic

900ml: Width 70mm x Depth 70mm x Height 232mm
400ml: Width 70mm x Depth 70mm x Height 140mm
Tags: Chilled Milk, Strawberry flavor, Packaging, Logotype, China, Japan quality, Cow, Carton
Production Technology: Under the management of quality strictly, equipment cleaning and machine sterilization has been improved in each step, completely prevented secondary pollution. The expiry date on shelf could be extended due to the ESL(Extended Shelf Life) during the manufacturing process.
Changed the method of pouring milk to the cap type. It has been improved to be fresher, cleaner and easier to pour.
Design Challenge: The design showcases a white background, suggesting fresh, rich milk and conveying cleanliness, luxury, and quality typical of Japanese brands. Illustrations of strawberries, rendered with a classic, realistic style reminiscent of children's picture books, are featured. Additionally, illustrations of strawberry flowers and leaves are included to enhance the ambiance of a strawberry field, aiming to transport the target audience to a relaxed state, as though they were enjoying the beverage amidst an actual strawberry patch.
Research: Analysis of luxury supermarkets where products are sold. Competitive analysis in internet sales. Analysis of consumer in the market. Packaging design analysis of the Japanese market.
Inspiration: Set against a white background, the design signifies fresh, luxurious milk, characteristic of Japanese quality. Realistic strawberry illustrations, akin to those in children's books, along with strawberry flowers and leaves, enhance the strawberry field theme. This aims to immerse the target audience in the tranquility of enjoying the beverage within a strawberry patch.
Project Duration: The project started in May 2023 in Shanghai and finished in August 2023, and sales started in China in November 2023.
Operation Flow: First, analyze the market and understand the current situation
Next, perform target analysis to verify what kind of design consumers want.
Third, brand analysis, analyze how it has advantages over competing products.
Fourth, develop creative ideas.
Fifth, Start the design. Make it an original design.
Sixth, sample check, color check, etc.
Finally, check the finished product.
Patents: Copyrights belong to Meiji China Investment Co.,Ltd. 2023.
Team Members: Creative Director: Kazuo Fukushima
Graphic Designer: Aya Tanaka
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie