Chilled Milk Carton Lub Thawv Ntim by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Carton Lub Thawv Ntim by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award Tooj in Tsim Ntim Khoom Competition Category.

ToojNtim Khoom· 2024

Chilled Milk Carton Lub Thawv Ntim

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award Tooj Winner in Ntim Khoom Category

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Verified Award Winner

Verify Award Status for #159694

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

Colors

The Design

About Chilled Milk Carton Lub Thawv Ntim

Txhawm rau sib tw hauv Tuam Tshoj lub khw muag mis nyuj zoo, ib qho thev naus laus zis tshwj xeeb tsim cov mis nyuj zoo tshaj plaws tsom rau cov poj niam hnub nyoog 30-50, sib xyaw 100 feem pua mis nyuj tshiab nrog rau cov thev naus laus zis tsom uas khaws cov khoom noj muaj txiaj ntsig rau qhov tsw qab nplua nuj. Qhov project no txhais dua lub thawv ntim mis nyuj, sib txuas kev tsim tshiab thiab Nyij Pooj qhov zoo nrog rau qhov saj zoo nkauj heev. Lub thawv ntim cov xim liab dawb sawv cev rau kev muaj koob muaj npe, txhim kho los ntawm xim dawb thiab kub rau kev zoo nkauj thiab qhov zoo, ua rau tus qauv tsim txawv thiab nco tau.

The Recognition

About the A' Design Award Tooj

Chilled Milk Carton Lub Thawv Ntim 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. Chilled Milk Carton Lub Thawv Ntim 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. Chilled Milk Carton Lub Thawv Ntim 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: 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