Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej los ntawm Blackandgold Shanghai

Qhov qauv tsim Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej los ntawm Blackandgold Shanghai yog tus yeej muaj nqis heev ntawm qhov khoom plig 2022 A' Design Award Nyiaj hauv Pawg Sib Tw Tsim Ntim Khoom.

NyiajNtim Khoom· 2022

Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej

los ntawm Blackandgold Shanghai

Tus Neeg Siv: Nongfu Spring Co. Ltd.

Tus Yeej A' Design Award Nyiaj hauv Pawg Ntim Khoom

24,520

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #133918

Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej

Nongfu Spring Mix yog ib lub thawv khoom plig txwv tsim rau dej mis nyuj tshuaj yej muag hauv khw online. Lub thawv muaj hom zoo li lub ntsej muag tsov liab los cim Xyoo Tsov ntawm Suav. Lub qhov muag tsov raug hloov los ntawm cov duab kheej uas coj los ntawm lub thawv sab hauv, uas hais txog kev sib xyaw ntawm cov mis nyuj tiag thiab tshuaj yej. Thaum tuav lub thawv, tus neeg yuav khoom ob txhais tes zaum ncaj nraim saum lub ntsej muag tsov, uas ua tau kev sib cuam tshuam ua si zoo nkauj. Lub tswv yim yog raws li ib zaj nkauj me nyuam Suav uas paub zoo txog kev ntaus tsov. Lub thawv yog muab ntawv ua thiab muaj tus txheej ci nplaib.

Qhov Lees Paub

Txog A' Design Award Nyiaj

Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Nongfu Spring Mix Kev Ntim Dej Mis Nyuj Tshuaj Yej yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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.
Qhov Loj & Ntim: Width 213mm x Depth 141 mm x Height 169mm
Cov Ntsiab Lus: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Thev Naus Laus Zis Tsim Khoom: The box is made of paper with gloss lamination
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Tswv Cuab Pab: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Kev Qhuas Duab: All photos credits to blackandgold Shanghai, 2022.