Satine Jersey ミルクパッケージ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 鉄賞 in パッケージデザイン Competition Category.
鉄パッケージ· 2022
Satine Jersey ミルクパッケージ
Client: Yili Group
A' Design Award 鉄賞 Winner in パッケージ Category
Verified Award Winner
Verify Award Status for #134131The Design
About Satine Jersey ミルクパッケージ
「Satine Jersey」は、プレミアムなジャージー牛乳のためにデザインされたパッケージです。アールデコ様式を用いることで高級感を表現するとともに、牛乳の産地を想起させています。背景全体をサテライトグリーンで覆い、ロゴはゴールドで仕上げました。金色の線画イラストは、ロンドン・アイを額縁のように配し、イギリスの風景とジャージー島の酪農場を描いています。商品名はヨーロッパの封蝋モチーフの中に配置し、英国の伝統を想起させます。内装はアルミホイル、外箱は虹色の光沢を放つシルバーペーパーを使用しています。
The Recognition
About the A' Design Award 鉄賞
Satine Jersey ミルクパッケージは、よく設計された創造物に期待される専門的・産業的要件を満たす優れたデザインに授与される、権威ある評価である A' Design Award 鉄賞の受賞作品です。鉄賞の受賞作品は、制作者の高い技量、高度な専門性、専門家としての理解、創造的な能力を示しています。Satine Jersey ミルクパッケージは、高く評価され、称賛され、愛される、実用的で革新的な創造物であることが期待されます。この A' Design Award 鉄賞を受賞したデザインは、業界のベストプラクティスを統合し、ノウハウと才能に結びついた有能な技術的特性を備えています。Satine Jersey ミルクパッケージは、その徹底ぶりで尊敬され、世界をより良い場所にするための生活の質の向上をもたらすよう設計されています。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Satine launches its first ever Jersey milk to enhance its image as leading premium milk brand in China. Satine imports Jersey cattle from Jersey and brings them up in Inner Mongolia in order to produce the most premium milk on the market. To highlight its origin and premium feature, the packaging conveys the British style and Jersey dairy farm in an artistic way to justify its premium price.
- Dimensions & Packaging
- Inner pack: Width 346mm x Depth 104mm x Height 121mm
Box: Width 45mm x Depth 45mm x Height 218mm - Tags
- Packaging, milk, premium, China, Jersey
- Production Technology
- Inner pack: Aluminium foil without white ink
Box: Iridescent silver paper - Design Challenge
- Jersey cattle is the USP of the product, and it is essential to convey this message. Chinese consumers barely know about the landscape of Jersey, but it is possible to educate them that Jersey is British Crown Dependency. So we decide to put British elements on packaging to create the British feel and suggest the origin.
- Research
- In terms of pure milk category, most of the brands are using the traditional elements such as cow, farm and milk splash in a common method. However, Satine Jersey Milk is a high-end pure milk and its origin is Jersey, so how to help consumers to realize its premiumness and unique selling point compared with other milk? Within the category, cow and farm are often treated realistically. Therefore, we use artistic way to create the differentiation, and we find out the exquisite art style art deco is the best match.
- Inspiration
- The packaging is inspired by Art Deco which represents luxury and glamour. It matches Jersey milk's luxurious image. The background color is covered in Satine Green. Its logo is treated in gold. The illustration demonstrates British landscape and Jersey dairy farm in golden line to communicate its origin in a premium way. The product name is framed in sealing wax to reflect its British tradition. Its nutrition value is presented as well.
- Project Duration
- The project started in February, 2020 and the product is launched in April, 2020.
- Operation Flow
- The box is framed by The London Eye in Art Deco style. Within the frame, it mixes the tourist attraction of the Great Britain. and the environment of Jersey dairy farm. The illustration is covered by a tradition European sealing wax that seals the British style into the product.
- Team Members
- Creative Director: Yang LI
Designer: Xuying ZHANG
Designer: Yu KANG
Illustrator: Nicolas DAMIENS
3D rendering: Jianhui CHEN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - Image Credits
- All photos credits to blackandgold Shanghai, 2022.
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