Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus by Blackandgold Shanghai

Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Tooj in Tsim Ntim Khoom Competition Category.

ToojNtim Khoom· 2022

Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus

by Blackandgold Shanghai

Client: Yili Group

A' Design Award Tooj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #134149

View at A' Design Award Press Release Award Badge

Colors

The Design

About Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus

Ntawv Qhia: Small Satine yog thoob ntim rau ib qho khoom kua mis organic uas ua rau menyuam yaus. Tus qauv tsim no txuas ntxiv lub npe Satine kua mis thiab tseem siv nws lub cim (logo) nrog cov xim dawb thiab xiav ntsuab. Muaj ib tug cim uas hu ua Small Satine tshwm sim nyob rau sab ntawm thoob, so rau saum tshav nyom uas nyob ze rau ib tug menyuam nyuj. Sab tom qab thoob qhia txog ib daim duab dav ntawm lub tsev laj feev nyuj kua mis, kos ua tus qauv yooj yim thiab tsim nyog rau kev pom. Lub npe khoom siv tau ib hom ntawv sau uas haum rau menyuam yaus, thiab cov ntaub ntawv qhia txog cov khoom noj khoom haus tau nthuav tawm meej meej rau niam txiv saib. Sab hauv thoob yog ib daig ntawv nyias uas ua los ntawm ntawv looj.

The Recognition

About the A' Design Award Tooj

Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Small Satine Kev Ua Haujlwm Tseem Ceeb: Thoob Ntim Kua Mis Rau Menyuam Yaus ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev xav paub.

Behind the Design

Press Kit

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

Unique Properties: For new middle-class in China, they focus more on their kids' health compared with their previous generation. Satine advocates natural and organic life. Now, Satine enters the kid milk market with its newly-launched organic kid milk named after Small Satine. Small Satine has its own IP to draw kids' attention. The illustration of his exploration in dairy farm is the theme of design. it also demonstrates the harmony with nature.
Dimensions & Packaging: Inner pack: Width 43mm x Depth 41mm x Height 102mm
Box: Width 265mm x Depth 22mm x Height 135mm
Tags: Packaging, milk, kid, China, organic
Production Technology: Inner pack: Tetra Pack
Box: paper
Design Challenge: Satine is a premium organic milk brand. The main challenge is how to add childish delight to a premium product. By doing so, the overall look and feel of Satine is maintained. Based on the combination of white and green, an illustration was created. The product name organic milk has switched to a childish font. On back panel, the introduction of dairy farm is also treated in a cute way.
Research: Satine is a premium milk brand. It talks about nature and organic. When it comes to kid milk, the design language should be appropriate to kid. After looking at kid food and drink, we find out IP characters are often used. Thus the illustration is created to tell a story that Small Satine is exploring the dairy farm. It symbolizes the harmony with nature as well as good farm environment.
Inspiration: IP character can attract kids' attention and enhance childish delight. Instead of using IP collaboration, we created an IP for it. He is a pupil from Third Grade Class 6 implying 3.6g/100ml protein. To express the natural environment, IP character is hanging out with the calf on the grass. The back panel shows the panorama of dairy farm to communicate good milk from good farm. Its nutrition claims are highlighted for parents' trust.
Project Duration: The project started in Feb, 2021 and the product is launched in June, 2021.
Operation Flow: Satine is a well-known brand in China. Its white and green combination is quite iconic. When the brand extends to kid milk, its logo and color tone need to be retained. The sub-brand name Small Satine is below Satine logo. The main visual is Small Satine hangs out with calf and they are lying on the grass leisurely. It communicates the environment and the harmony with nature.
Patents: All photos credits to blackandgold Shanghai, 2022.
Team Members: Creative Director: Yang LI
Designer: Xuying ZHANG
Illustrator: Yinlu YU
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG