Cny Design For The Year Of The Snake 牛乳パッケージ by Mengniu Gaoke Fresh Dairy Products is a highly esteemed winner of the very prestigious 2025 A' Design Award 銀賞 in パッケージデザイン Competition Category.
銀パッケージ· 2025
Cny Design For The Year Of The Snake 牛乳パッケージ
by Mengniu Gaoke Fresh Dairy Products
Client: Mengniu Gaoke Fresh Dairy Products
A' Design Award 銀賞 Winner in パッケージ Category
- 25,052
- Verified Award Winner
- Verify Award Status for #171317
The Design
About Cny Design For The Year Of The Snake 牛乳パッケージ
「Cny Design For The Year Of The Snake」は、中国の巳年に合わせて制作された限定版の牛乳パッケージラベルである。ラベルは二層構造の透明BOPP素材でできており、上層には幸運を象徴する幾何学的な蛇のパターンが描かれている。赤い三角形のコーナー部分は縁が浮き上がっており、そこから上層をめくると、恋愛、金運、仕事、試験といったテーマの隠された吉語が現れる。めくるという行為によって、新鮮な牛乳を飲むひとときが小さな儀式へと変わる。部分的なホットスタンピングが、デザインに視覚的な奥行きを加えている。
The Recognition
About the A' Design Award 銀賞
Cny Design For The Year Of The Snake 牛乳パッケージは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Cny Design For The Year Of The Snake 牛乳パッケージは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Cny Design For The Year Of The Snake 牛乳パッケージは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The limited edition packaging features an innovative interactive element peeling off the label. The top layer of the label exhibits a snake pattern symbolizing good luck, which can be lifted to uncover six hidden blessings on the lower layer including love, wealth, career, and exams. The act of peeling off the label delivers a sense of ritualistic excitement for consumers, just like drawing lots, enhancing the interactive appeal and emotional significance of the packaging.
- Dimensions & Packaging
- 1L: 90 x 248 ，
720ML: 80 x 227 ，
250ML: 52 x 136 - Tags
- Year of the snake, Zodiac, Milk, Packaging,Good luck
- Production Technology
- The packaging design for the Year of the Snake utilizes a double layered transparent BOPP material. Synchronized printing process is operated to guarantee accurate pattern alignment. Localized hot stamping technology is employed to elevate the visual hierarchy and impart a sense of luxury. Following the printing process, the two layers are accurately laminated and die-cut, resulting in a complete and refined label design that is aesthetically engaging and durable.
- Design Challenge
- Making double layer labels presented the most significant challenge. Managing the thickness of the labels proved to be a complex issue. Since the product must be refrigerated, condensation may lead to slippage of the bottle, resulting in recurring issues such as air bubbles and inadequate adhesion. The team consistently refined choices regarding materials, bonding techniques, and labeling technologies to guarantee the stability and visual appeal of the final labels in a refrigerated condition.
- Research
- In the initial stage of design, we gathered data regarding the social and economic downturn, analyzed consumer psychology, and discovered that consumers often seek comfort in symbols of good fortune, but harbor a fear of snakes. Consequently, we simplified and stylized the snake in our design, integrating the element of good luck and retaining the brand identity. Following the completion of the package design, the market research was conducted to gauge public opinion.
- Inspiration
- In 2025, which marks the Year of the Snake in the Chinese calendar, the company recognizes the need for positive emotional energy among consumers amid global economic challenges. The packaging design was inspired from the Chinese Zodiac snake, integrating the traditional snake motif with contemporary visual language through geometric reinterpretation. It incorporates elements that symbolize good fortune, establishing a visual system that fosters cultural recognition.
- Project Duration
- The project commenced in August 2024 in Shanghai, China, with an expected completion date in November 2025 at the same venue. The product is set to be launched in online and physical stores on 1 December 2024, targeting at supermarkets and online platforms in major cities throughout China, with sales extending until 15 February 2025.
- Operation Flow
- The upper right section of the front label features a prominent triangular red indicator corner label, which acts as a navigational element for users. The inclusion of a raised edge at this corner allows consumers to effortlessly peel back the upper label with a simple snap. This design not only improves the intuitiveness and ease of the user experience but also provides a visual cue that inspires the consumer curiosity and encourages interaction.
- Team Members
- Design Director: Li Huang
Designer:Shen Jia Ting - Image Credits
- Mengniu Gaoke Fresh Dairy Products
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