DamoWang Taurine Energy Drink エナジードリンクのパッケージ by Chi Forest

DamoWang Taurine Energy Drink エナジードリンクのパッケージ by Chi Forest is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅賞 in パッケージデザイン Competition Category.

銅パッケージ· 2022

DamoWang Taurine Energy Drink エナジードリンクのパッケージ

by Chi Forest

Client: Genki Forest (Beijing) Food Technology Group Co., Ltd.

A' Design Award 銅賞 Winner in パッケージ Category

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Colors

The Design

About DamoWang Taurine Energy Drink エナジードリンクのパッケージ

「DamoWang（大魔王）タウリン・エナジードリンク」は、250ミリリットルのスチール缶に詰められた機能性飲料です。缶のサイズは65.6×91.8ミリメートルで、金属素材に高光沢の透明印刷を施しています。パッケージのアートワークには、中国神話の闘神・蚩尤（チーヨウ）に着想を得た人物像と、力強さと自信を表す親指を立てたジェスチャーが描かれています。飲料には、古来より活力回復に用いられてきた伝統的な生薬である朝鮮人参とクコの実が配合されています。馴染み深い金属缶は手に持ちやすく、すばやく冷やすことができます。

The Recognition

About the A' Design Award 銅賞

DamoWang Taurine Energy Drink エナジードリンクのパッケージは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。DamoWang Taurine Energy Drink エナジードリンクのパッケージは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。DamoWang Taurine Energy Drink エナジードリンクのパッケージは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

Behind the Design

Press Kit

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

Unique Properties: The majority of the consumers choose energy drinks to refresh themselves under extreme circumstances. But they usually feel exhausted after the effect wears off. The product tried to solve that by especially adding traditional Chinese herbal medicines Ginseng and Chinese wolfberry that is used to replenish the vitality of the body. Moreover, designers use the packaging itself to give a direct psychological hint through images and gestures. The thumbs-up gesture intends to show that you are amazing and unbreakable.
Dimensions & Packaging: 65.6mm x 91.8mm
Tags: Branding, Packaging, Chinese National Tide
Production Technology: High gloss iron transparent printing can on iron cans.
Design Challenge: There are many technological limitations in iron cans and it would take a lot of effort to change the layout and color during the production proofing stage. In order to find the best color and the rate of reflection, designers spent a week in the factory constantly adjusting various variables such as the hue of a color, the iron permeability and multi-standard point calibration during the printing process.
Research: The Chinese meaning of DAMOWANG is an invincible person with extraordinary ability. However, designers have encountered difficulties in interpreting DAMOWANG through IP image. Designers hope to put it into practice on a specific Chinese historical figure instead of creating a figure out of thin air. Because they supposed that a character created out of thin air can't convince users to believe. They hope that as an energy drink, it can gain trust from users. Therefore, designers chose Chiyou after comprehensive evaluation by investigating the stories of Chinese Shinhwa and ancient historical figures. The image of Chiyou created by designers refers to the image depicted on the stone tablets of Han Dynasty, with a bit sense of martial arts. Designers want to encourage our customers to believe in themselves and find their inner DAMOWANG. Anyone can be a DAMOWANG and it can help you get there.
Inspiration: The packaging inspiration comes from Chinese traditional mythological figure: Chiyou. He was one of the creators of Chinese culture, also known as the god of war and the inventor of the cold weapons (bows and arrows, axes).The packaging delivers a message that the ancient God of War cheered and praised for the hardworking Chinese people.It is believed that his legend can encourage young people and help them succeed in daily work.
Project Duration: The project started in August,2021 and was completed in February, 2022.
The design was completed in December, 2021. The production location is Shanghai, China.
Operation Flow: It pursues a traditional packaging form, iron cans, rather than innovating another form because it wants Chinese consumers to be familiar as a functional beverage. It chose 250mL iron cans for better holding experiences. Metal packaged drinks feel more powerful when grasping than plastic or glass ones. Also, they taste a lot better when they serve cold，iron cans are quicker to cool in fridges, so that consumers can enjoy the fresh more easily.
Team Members: Yushu Zhang, Yiqun Tang
Image Credits: Yushu Zhang, Yiqun Tang