ʻO Nongfu Spring Mix ʻEke Waihona no ka Kī Waiū na Blackandgold Shanghai he mea lanakila hanohano loa o ka 2022 A' Design Award Kala ma ka Māhele Hoʻokūkū Hoʻolālā ʻUhi.
KalaʻUhi· 2022
Nongfu Spring Mix ʻEke Waihona no ka Kī Waiū
Mea Kūʻai: Nongfu Spring Co. Ltd.
Mea Lanakila A' Design Award Kala ma ka Māhele ʻUhi
Mea Lanakila i Hōʻoia ʻIa
Hōʻoia i ke Kūlana Makana no #133918Ka Hoʻolālā
E Pili Ana iā Nongfu Spring Mix ʻEke Waihona no ka Kī Waiū
He pahu makana palena ʻia ʻo Nongfu Spring Mix i hana ʻia no ka kī waiū i kūʻai ʻia ma nā hale kūʻai pūnaewele. Ua hoʻohālike ʻia ka pahu i ka helehelena ʻulaʻula o ka tīkela e hōʻailona ai i ka Makahiki Tīkela Pākē. Ua pani ʻia nā maka o ka tīkela e nā ʻano wili i lawe ʻia mai ka ʻeke i loko, e pili ana i ka hui ʻana o ka waiū maoli a me ke kī. I ka wā e paʻa ʻia ai ka pahu, e noho pono ana nā lima o ka mea kūʻai ma luna pono o ka helehelena tīkela, a hana ia i ka pilina hoʻonanea. Hoʻokumu ʻia ka manaʻo ma luna o kekahi mele kamaliʻi Pākē kaulana e pili ana i ka pepehi ʻana i ka tīkela. Hana ʻia ka pahu me ka pepa me ka hoʻopili ʻana o ka lamina ʻōlinolino.
Ka Hoʻomaikai
E Pili Ana i ka A' Design Award Kala
Ua lanakila ka hoʻolālā Nongfu Spring Mix ʻEke Waihona no ka Kī Waiū i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Nongfu Spring Mix ʻEke Waihona no ka Kī Waiū he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Nongfu Spring Mix ʻEke Waihona no ka Kī Waiū e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.
Ma Hope o ka Hoʻolālā
ʻEke Nūhou
Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.
- Nā ʻAno Kūʻokoʻa
- 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.
- Nā Ana a me ka Hoʻopili
- Width 213mm x Depth 141 mm x Height 169mm
- Nā Lepili
- packaging, milk tea, China, e-commerce, tiger, Chinese new year
- ʻEnehana Hana
- The box is made of paper with gloss lamination
- Pilikia Hoʻolālā
- 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.
- Noiʻi
- 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.
- Hoʻoulu Manaʻo
- 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.
- Ka Lōʻihi o ka Papahana
- The project started in Oct, 2021 and the product will be launched in Feb, 2022.
- Kaʻina Hana
- 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.
- Nā Lālā Hui
- Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - Nā Kuleana Kiʻi
- All photos credits to blackandgold Shanghai, 2022.
Kākoʻo ʻIa
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