Chilled Milk Carton カートン by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award 銅賞 in パッケージデザイン Competition Category.
銅パッケージ· 2024
Chilled Milk Carton カートン
by Kazuo Fukushima and Haruka Takeuchi
Client: Meiji China Investment Co.,Ltd.
A' Design Award 銅賞 Winner in パッケージ Category
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About Chilled Milk Carton カートン
中国の高級牛乳市場で競争するため、独自の技術により30歳から50歳の女性をターゲットとしたプレミアム牛乳を開発。100%生乳と栄養素を保持する濃縮技術を融合し、豊かな風味を実現しました。このプロジェクトは、革新性と日本の品質を高級な味わいと組み合わせ、牛乳パッケージを再定義します。パッケージの紫色は高貴さを象徴し、白と金によってエレガンスと品質が強調され、印象に残るデザインとなっています。
The Recognition
About the A' Design Award 銅賞
Chilled Milk Carton カートンは、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。Chilled Milk Carton カートンは、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。Chilled Milk Carton カートンは、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
- 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.
- 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
200ml: Width 55mm x Depth 55mm x Height 102mm - Tags
- Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, 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 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.
- 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
- 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.
- Project Duration
- The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 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: Haruka Takeuchi
Account Director: Xu Xuehua - Image Credits
- Photographer: Zhu Jie
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