Press Release
Bronze A' Design Award in Packaging Design Goes to Chilled Milk Carton Carton by Kazuo Fukushima and Haruka Takeuchi
The international grand jury of the 2023 - 2024 A' Design Award & Competition recognizes Kazuo Fukushima and Haruka Takeuchi of Fudesign for packaging design
FOR IMMEDIATE RELEASE
COMO, Italy, April 14, 2024 /DesignNewswire/ A' Design Award & Competition has announced that Chilled Milk Carton Carton by Kazuo Fukushima and Haruka Takeuchi of Fudesign, designed for Meiji China Investment Co.,Ltd., has been granted the Bronze A' Design Award in the Packaging Design category. The award was conferred within the 2023 - 2024 A' Design Award & Competition and was decided through blind peer review by an international grand jury panel of established academics, design professionals and press members, who scored anonymized entries against predetermined criteria.
About the Bronze A' Design Award
The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
More About Chilled Milk Carton Carton
To compete in China's high-end milk market, a unique technology created premium milk targets women aged 30-50, blending 100 percent raw milk with a nutrient-preserving concentration technology for rich flavor. The project redefines milk packaging, combining innovation and Japanese quality with a luxurious taste. The package's purple symbolizes nobility, enhanced by white and gold for elegance and quality, making the design distinctly memorable.
About Kazuo Fukushima and Haruka Takeuchi
Shanghai no problem bland design co.ltd established in 2017, based in Shanghai. This is a total branding company based on graphic design. Job contents include brand logo design, packaging design, store design, and character design. The company concept is to pursue the essence of design and provide the most suitable design to the client. The CEO, Kazuo Fukushima, is Japanese. He has worked in Japan for 8 years and Shanghai for 13 years. He provides designs for global companies in China.
About Fudesign
Graphic design Base, Branding, LOGO, VI, Package design, Character design, Shop design
Award Record
Kazuo Fukushima and Haruka Takeuchi of Fudesign is a winner of 6 A' Design Awards, including this recognition. The awards were granted between the 2018 - 2019 and the 2023 - 2024 editions of the A' Design Award & Competition.
About the A' Packaging Design Award
The A' Packaging Design Award is an international packaging competition that recognizes outstanding packaging designs by talented packaging designers worldwide. It is organized within the A' Design Award & Competition and is open to packaging designers, graphic designers, branding agencies and product manufacturers from all countries. Typical entries include bottles, boxes, cans, pouches, tubes and cartons. The awarded packaging designs are published at https://designers.org/design-category/packaging
About A' Design Award & Competition
Organized annually since 2008, A' Design Award & Competition is an international, juried design accolade. The competition is open to entries from all countries. The philanthropic mission of the A' Design Award is to advance society through good design, by recognizing and promoting superior products, projects and services that benefit society, and by creating a global awareness and appreciation for good design practices and principles. Nominations are peer reviewed and evaluated anonymously by an international grand jury panel of established academics, design professionals and press members against predetermined criteria such as functionality, ergonomics, engineering, presentation, innovation, usability, sustainability and technology, with score normalization applied to remove biases. Awards are conferred at Platinum, Gold, Silver, Bronze and Iron levels. Eligible laureates receive the A' Design Prize, which includes the award trophy, the certificate of design excellence, the hardcover yearbook, a lifetime license to use the A' Design Award winner logo, exhibition of awarded works, an invitation to the gala night and award ceremony in Italy, inclusion in the World Design Rankings and Designer Rankings, and public relations and publicity services. Registration, uploading a work and receiving a preliminary score are free of charge, and Professional and Digital Edition laureates are not contractually obliged to pay further fees to claim the A' Design Prize. More information is available at https://competition.adesignaward.com
Press Resources
- Winner Page: https://designers.org/159694
- A' Design Award Page: https://competition.adesignaward.com/159694
- Media Showcase: https://www.designnewsroom.com/!159694
- Laureate Profile: https://designers.org/d/239915
- Further Information from the Laureate: https://www.meiji.com.cn
Media Contact
Giulia Ferrari, Press Office
Designers.Org
Via Leone Leoni 32, 22100 Como, Italy
press@designers.org
+39 031 4491953
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Fact Sheet
The Work
- Project
- Chilled Milk Carton Carton
- Function
- Carton
- Category
- Packaging Design
- Discipline
- Communication Design
- Industry
- Packaging & Retail, Branding & Advertising and Manufacturing
- Colors
- Rebecca Purple, Linen, Dark Slate Blue, Midnight Blue and Light Gray
- Images
- 5
- Client
- Meiji China Investment Co.,Ltd.
The Recognition
- Laureate
- Kazuo Fukushima and Haruka Takeuchi
- Country
- China
- Brand
- Fudesign
- Recognition
- Bronze A' Design Award
- Edition
- 2023 - 2024
- Design ID
- #159694
Credits
- Team
- Kazuo Fukushima, Haruka Takeuchi and Xu Xuehua
- Image Credits
- Photographer: Zhu Jie
Design Details
- 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.
- 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.
- 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.
- 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.
- Realization and 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.
- Operation and Interaction
- 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.
- Project Duration and Location
- The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 2023.
- Specifications
- 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
- Keywords
- Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, Carton
