Chilled Milk Carton કાર્ટન by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Carton કાર્ટન by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award કાંસ્ય પુરસ્કાર in પેકેજિંગ ડિઝાઇન Competition Category.

કાંસ્યપેકેજિંગ· 2024

Chilled Milk Carton કાર્ટન

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award કાંસ્ય પુરસ્કાર Winner in પેકેજિંગ Category

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The Design

About Chilled Milk Carton કાર્ટન

ચીનના ઉચ્ચ દરજ્જાના દૂધ બજારમાં સ્પર્ધા કરવા માટે, એક અનન્ય તકનીકે 30-50 વર્ષની મહિલાઓને લક્ષ્યાંકિત પ્રીમિયમ દૂધ બનાવ્યું છે, જે સમૃદ્ધ સ્વાદ માટે 100 ટકા કાચા દૂધને પોષક તત્વો સાચવતી સાંદ્રતા તકનીક સાથે મિશ્રિત કરે છે. આ પ્રોજેક્ટ નવીનતા અને જાપાની ગુણવત્તાને વૈભવી સ્વાદ સાથે જોડીને દૂધની પેકેજિંગને ફરીથી વ્યાખ્યાયિત કરે છે. પેકેજનો જાંબુડી રંગ ઉમદા દરજ્જાનું પ્રતીક છે, જે સફેદ અને સોનેરી રંગ દ્વારા ભવ્યતા અને ગુણવત્તા માટે વધારીને ડિઝાઇનને વિશિષ્ટ રીતે યાદગાર બનાવે છે.

The Recognition

About the A' Design Award કાંસ્ય પુરસ્કાર

Chilled Milk Carton કાર્ટન A' Design Award કાંસ્ય પુરસ્કારના વિજેતા છે, સર્જનાત્મકતા, ચતુરાઈ અને કુનેહથી વિશિષ્ટ ઉત્કૃષ્ટ ડિઝાઇનને અપાતું ઉચ્ચ પ્રતિષ્ઠાનું સન્માન. કાંસ્ય વિજેતાઓ કુશળ અને નોંધપાત્ર રીતે સર્જનાત્મક કૃતિઓ છે, જે ડિઝાઇનરોનો વિશાળ અનુભવ, કલ્પનાશક્તિ અને સાધનસંપન્નતા સાબિત કરે છે. Chilled Milk Carton કાર્ટન ખૂબ આદરપાત્ર, પ્રશંસનીય અને પ્રિય વસ્તુ, નોંધપાત્ર રીતે વ્યાવસાયિક અને નવીન, બનશે એવી અપેક્ષા છે. Chilled Milk Carton કાર્ટન જરૂરિયાતો ઉત્તમ રીતે સંતોષે છે, ઇચ્છાઓને સ્પર્શે છે અને કુતૂહલ જગાડે છે.

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