Chilled Milk Thawv by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Thawv by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2023 A' Design Award Hlau in Tsim Ntim Khoom Competition Category.

HlauNtim Khoom· 2023

Chilled Milk Thawv

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award Hlau Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #150429

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Chilled Milk Thawv

Cov mis nyuj tshiab qab tsuas yog muab los ntawm cov nyuj loj hlob hauv ib puag ncig zoo. Thiab nyuj pub dawb nkag mus rau cov khoom sib xyaw muaj cov khoom noj muaj txiaj ntsig zoo. Kev tshoov siab yog cov nyuj zoo ntawm cov khoom no. Qhov zoo tshaj plaws yog qhia nyob rau hauv kub xim printing, thiab tes kos duab qhia txog cov cua ntawm xwm. Tsis tas li ntawd, cov nyom hauv lub qhov ncauj ntawm nyuj qhia txog qhov zoo ntawm kev yug me nyuam. Lub cim nyuj kub yog lub cim ntawm cov khoom no. Thiab nws yog haum rau Suav lag luam.

The Recognition

About the A' Design Award Hlau

Chilled Milk Thawv yog tus yeej ntawm A' Design Award Hlau, ib qho kev lees paub muaj meej mom uas muab rau cov qauv tsim zoo uas ua tau raws li cov kev xav tau ntawm kev ua haujlwm thiab kev lag luam uas xav tau los ntawm cov khoom tsim zoo. Cov neeg yeej Hlau qhia txog kev txawj loj, kev paub tshwj xeeb siab, kev nkag siab ntawm cov kws tshaj lij thiab lub peev xwm tsim ntawm cov neeg tsim. Chilled Milk Thawv xav tias yuav yog ib qho khoom tsim uas neeg hwm, qhuas thiab hlub uas siv tau thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Hlau no sib xyaw cov kev coj ua zoo tshaj plaws ntawm kev lag luam thiab muaj cov yam ntxwv siv tshuab txawj ntse txuas nrog kev paub thiab txuj ci. Chilled Milk Thawv tau txais kev hwm vim nws tag nrho thiab tsim los muab kev txhim kho rau lub neej uas pab ua rau lub ntiaj teb zoo dua.

Behind the Design

Press Kit

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

Unique Properties: Meiji Investment select the world high level farm and raw milk strictly. Dairy cows are comfortably raised in free range cowsheds. In order to prevent the cows from summer heat, heatstroke prevention measures such as electric fans are implemented. Cows are free to access to mixed rations contain well balanced nutrients. So, they can provide reliable, safe and high quality fresh milk. This is a project to express these carefully raised dairy cows in the design. And it is suitable for the Chinese market situation.
Dimensions & Packaging: 950ml: Width 70mm x Depth 70mm x Height 232mm
450ml: Width 70mm x Depth 70mm x Height 140mm
200ml: Width 70mm x Depth 70mm x Height 87mm
Carton material: recyclable paper
Cap material: recyclable plastic
Tags: China, Chilled Milk, Logo, Japan, Cow, Low fat, Fat free, Milk crown
Production Technology: Method of pouring milk to the cap type. It has been improved to be fresher, cleaner and easier to pour.
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.
Design Challenge: The creative challenge is that consumers could intuitively understand as fresh milk. And designed for a tasty and high quality. Iconized milk crown to express good taste. An original logo is created to express high grade. In addition, three types of taste are classified in three colors for easy understanding. This is a design format that can correspond to 3 sizes and 3 tastes.
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 high quality cows. Tasty fresh milk can only be provided by cows raised in good breeding environment, so this design focused on that cows. The high quality is expressed in gold color printing, and the hand drawn illustrations express the tasty of nature. In addition, the grass in the mouth of the cow expresses the good breeding environment. The gold cow mark is placed in the center of the carton, making it stand out on the sales floor. This mark is a symbol of this product.
Project Duration: The project started in January 2022 in Shanghai and finished in August 2022, and sales started in China in October 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. 2022.
Team Members: Creative Director: Kazuo Fukushima
Graphic Designer: Haruka Takeuchi
Illustrator: Mai Senoo
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie