Chilled Milk Carton Kartõ by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Carton Kartõ by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award Brónse in Mba'eñongatuha Jejapo Competition Category.

BrónseMba'eñongatuha· 2024

Chilled Milk Carton Kartõ

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award Brónse Winner in Mba'eñongatuha Category

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Colors

The Design

About Chilled Milk Carton Kartõ

Oñeñeha'ã hag̃ua China-pe kamby iporãvéva mercado-pe, peteĩ tecnología ijojaha'eỹva omoheñói kamby premium omombe'úva kuñakarai 30-50 ary-gui, omoĩva 100 por ciento kamby pytã peteĩ tecnología concentración oñangarekóva nutriente rehe sabor ipya'etereíva hag̃ua. Ko proyecto omopya'e jey kamby ñembohasa, omoirũva innovación ha calidad japonesa peteĩ sabor lujo reheve. Ko envase pytãngy he'ise nobleza, oñemyasãiva morotĩ ha kuarepotĩ rehe elegancia ha calidad hag̃ua, ojapohápe diseño ojekuaauka porãitereíva.

The Recognition

About the A' Design Award Brónse

Chilled Milk Carton Kartõ ohupyty A' Design Award Brónse, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño sobresaliente-pe ojekuaáva creatividad, ingenio ha astucia rupi. Umi ganador Brónse ha'e artefacto hábil ha creativo ohechaukáva experiencia, imaginación ha recurso umi diseñador-pe. Oñeha'ãrõ Chilled Milk Carton Kartõ ha'eha peteĩ objeto ojehayhúva, admirado ha estimado, profesional ha innovador. Ko diseño ohupytýva A' Design Award Brónse ombojoaju mejor práctica arte, ciencia, diseño ha tecnología rehegua ha iporãiterei detalle rehe. Chilled Milk Carton Kartõ ombohory necesidad, ohupyty ipotapy, ombovy'a sentimiento ha ohenói curiosidad.

Behind the Design

Press Kit

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

Unique Properties: In response to the competitive, high-end milk market in China, a premium product has been developed using unique technology. Targeting women aged 30 to 50, this milk is made from 100% raw milk and enriched with proprietary concentration technology, preserving nutrients while offering a rich taste. The project aims to establish a new standard in milk packaging, merging innovation, tradition, and the trusted quality of a Japanese brand with a luxurious, flavorful 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
200ml: Width 55mm x Depth 55mm x Height 102mm
Tags: Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, 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 challenge was to create a design that consumers could intuitively understand as chilled milk. In pursuit of a simpler and higher quality milk package, the team aimed to maintain the conventional package style. A prominent design feature is the bold display of the protein content, "4.7g," which intuitively communicates the high quality ingredients to consumers, even at a glance on the store shelf. Moreover, the silhouette of a cow, rendered in luxurious gold, adds a touch of elegance and represents the excellent rearing environment. This is further embellished with patterns of plants and flowers to signify natural quality.
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: Inspired by the tradition and high quality of purple, a color traditionally associated with nobility in Japan and China, the design evokes an intuitive sense of elegance in Asians. The deep purple accentuates the richness of the milk, while a bold white ribbon symbolizes its essence. A crown at the top, formed from drops of rich milk, represents supremacy and the high quality of the Japanese brand. The combination of purple, white, and gold ensures a memorable design that stands out significantly.
Project Duration: The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 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: Haruka Takeuchi
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie