Chilled Milk Nkwakọba by Kazuo Fukushima and Aya Tanaka

Chilled Milk Nkwakọba by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.

BronzNgwungwu· 2024

Chilled Milk Nkwakọba

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category

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The Design

About Chilled Milk Nkwakọba

Na-elekwasị anya n'ụmụ agbọghọ China ndị ntorobịa, e wepụtala mmiri ara ehi strawberry dị elu ọkwa nke sitere n'usoro nri ndị Japan iji kpalite ncheta oge gara aga. E ji mmiri ara ehi ọhụrụ 50% mee ya, ọ na-enye nguzozi zuru oke nke ụtọ na nke acid maka ndị dị afọ 20-39. Ngwaahịa a nwere nkwakọba mara mma nke a na-ebu n'ụzọ dị mfe, nke na-eji ntụkwasị obi akara ngwaahịa Japan. Nhazi ya, nke nwere ndabere ọcha na eserese strawberry nke na-egosi ezigbo ọdịdị ya, bu n'obi inye ahụmahụ nke ubi strawberry dị jụụ, na-egosipụta ịdị ọhụrụ na okomoko.

The Recognition

About the Ihe Nrite A' Design Award nke Bronz

Chilled Milk Nkwakọba meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Chilled Milk Nkwakọba ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Chilled Milk Nkwakọba na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.

Behind the Design

Press Kit

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

Unique Properties: In response to young Chinese women's preference for strawberry milk, a high-quality product inspired by traditional Japanese recipes has been developed, aiming to stir nostalgia among Japanese consumers. Crafted with 50% raw milk, this fresh, refrigerated flavored milk strikes an ideal balance between sweetness and acidity, specifically targeting women aged 20-39. The project showcases a chic, portable packaging design, capitalizing on the trust placed in Japanese brands to offer a novel and delightful strawberry milk 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
Tags: Chilled Milk, Strawberry flavor, Packaging, Logotype, China, Japan quality, Cow, 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 design showcases a white background, suggesting fresh, rich milk and conveying cleanliness, luxury, and quality typical of Japanese brands. Illustrations of strawberries, rendered with a classic, realistic style reminiscent of children's picture books, are featured. Additionally, illustrations of strawberry flowers and leaves are included to enhance the ambiance of a strawberry field, aiming to transport the target audience to a relaxed state, as though they were enjoying the beverage amidst an actual strawberry patch.
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: Set against a white background, the design signifies fresh, luxurious milk, characteristic of Japanese quality. Realistic strawberry illustrations, akin to those in children's books, along with strawberry flowers and leaves, enhance the strawberry field theme. This aims to immerse the target audience in the tranquility of enjoying the beverage within a strawberry patch.
Project Duration: The project started in May 2023 in Shanghai and finished in August 2023, and sales started in China in November 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: Aya Tanaka
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie