Argento Packaging · 2022
Nongfu Spring Mix Confezione per tè al latte
- A' Design Award d'Argento 2022 in Packaging
- CLIENT: Nongfu Spring Co. Ltd.
- Estimated Number of Design Views: 24,520
- Verification code 55243CBEA7 · Verify this award
Colors
About Nongfu Spring Mix Confezione per tè al latte
Nongfu Spring Mix è una gift box in edizione limitata creata per il tè al latte venduto attraverso i negozi online. La scatola ha la forma del muso rosso di una tigre, per celebrare l'Anno cinese della Tigre. Gli occhi della tigre sono sostituiti da forme a vortice riprese dalla confezione interna, che richiamano la miscelazione di vero latte e tè. Quando la scatola viene impugnata, le mani del consumatore si trovano proprio sopra il muso della tigre, dando vita a un'interazione giocosa. Il concept si ispira a una celebre filastrocca cinese che parla di battere una tigre. La scatola è realizzata in carta con laminazione lucida.
About the A' Design Award d'Argento
Nongfu Spring Mix Confezione per tè al latte ha vinto l'A' Design Award d'Argento, un riconoscimento enormemente prestigioso conferito a design di fascia alta, splendidi e impressionanti. I vincitori d'Argento sono opere tremendamente brillanti ed estremamente creative che illustrano l'eccezionale competenza, il talento e l'acume dei loro designer. Ci si aspetta che Nongfu Spring Mix Confezione per tè al latte sia un'opera meravigliosa, una vetrina di eccellenza, notevolmente professionale e profondamente innovativa. Questo design vincitore dell'A' Design Award d'Argento è un'invenzione molto notevole e ammirata che giova ai confini dell'arte, della scienza, del design e della tecnologia e li fa avanzare. Nongfu Spring Mix Confezione per tè al latte è una creazione molto invidiata che evoca desideri, porta sentimenti positivi e accende meraviglia e stupore.
Press Kit
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 213mm x Depth 141 mm x Height 169mm
- Tags
- packaging, milk tea, China, e-commerce, tiger, Chinese new year
- Production Technology
- The box is made of paper with gloss lamination
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- The project started in Oct, 2021 and the product will be launched in Feb, 2022.
- Operation Flow
- 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.
- Image Credits
- All photos credits to blackandgold Shanghai, 2022.
