Nongfu Spring Mix 밀크티 패키지 by Blackandgold Shanghai

Nongfu Spring Mix 밀크티 패키지 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 은상 in 패키징 디자인 Competition Category.

은패키징· 2022

Nongfu Spring Mix 밀크티 패키지

by Blackandgold Shanghai

Client: Nongfu Spring Co. Ltd.

A' Design Award 은상 Winner in 패키징 Category

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Verified Award Winner
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View at A' Design Award Press Release Award Badge

Colors

The Design

About Nongfu Spring Mix 밀크티 패키지

농부산천 믹스(Nongfu Spring Mix)는 온라인 스토어에서 판매되는 밀크티를 위해 제작된 한정판 기프트 박스입니다. 박스는 중국의 호랑이해를 기념하여 붉은 호랑이 얼굴 형상으로 디자인되었습니다. 호랑이의 눈은 내부 패키지에서 가져온 소용돌이 형태로 대체되었으며, 이는 진짜 우유와 차가 섞이는 모습을 상징합니다. 소비자가 박스를 손에 들면 두 손이 호랑이 얼굴 바로 위에 놓이게 되어 유쾌한 상호작용이 만들어집니다. 이 콘셉트는 호랑이를 때린다는 내용의 잘 알려진 중국 동요에서 착안했습니다. 박스는 종이 소재에 유광 라미네이팅으로 마감되었습니다.

The Recognition

About the A' Design Award 은상

Nongfu Spring Mix 밀크티 패키지, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Nongfu Spring Mix 밀크티 패키지, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Nongfu Spring Mix 밀크티 패키지, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

Behind the Design

Press Kit

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

Unique Properties: 2022 is tear of the tiger in China. During Chinese new year, most of products are turning red and have new year greetings or traditional patterns on packaging. It is the safest and acceptable way to do it but lacks surprise and creativity. As e-commerce exclusive packaging, the business goal is to attract young consumers and create a buzz on social media, so the team breaks the conventional design language and use a dramatic way to establish the link between packaging and the year of tiger. The idea is based on a well-known Chinese nursery rhyme which is easier to be remembered and spread among consumers. The product feature is also well combined with tiger. This limited gift box is unique on market.
Dimensions & Packaging: Width 213mm x Depth 141 mm x Height 169mm
Tags: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Production Technology: The box is made of paper with gloss lamination
Design Challenge: The main challenge is to find the link between products and tiger. The combination between the word "da" and tiger forms a Chinese nursery rhyme "beat the tiger". This nursery rhyme is well-known in China, and it has the potential to create a buzz in market.
Research: Based on personal experience and desk research on Chinese new year packaging design, the team found out the basic design principles of packaging such as red and gold, blessing copy, traditional pattern, etc. However, unlike dairy or alcohol that are usually purchased for gifting when visiting relatives and friends, milk tea is often purchased for pleasing themselves. Instead of using conventional elements, it is possible to make the packaging fun and unique, which can bring humour and creativity to consumers.
Inspiration: The essence of this brand is "mix". In Chinese, it means "da". For the brand, "da" is the process of mixing real milk and tea together, but the most common meaning of "da" is "beat". It happened that one catchy Chinese nursery rhyme "beat the tiger" includes brand name "da" and Chinese new year zodiac "tiger", so it becomes the inspiration of the design. The whirl is the brand equity taken from the inner pack which communicates the technique behind. In addition, the whirl is often used for expressing dizziness. In order to fit the happy occasion, the packaging is the red tiger face, while its eyes are replaced with whirls. When consumers hold this gift box, it looks like they are beating the tiger. It provides celebration atmosphere, fun and interactivity to consumers.
Project Duration: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Operation Flow: The overall design of the box is based on tiger head to express that it is the packaging created for the year of tiger. The eyes of the tiger are replaced by whirl. When consumers are holding the box, their fists are right above the tiger, which can create the interaction between consumers and packaging. Compared with traditional Chinese new year packaging, this packaging is fun and outstanding.
Team Members: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Image Credits: All photos credits to blackandgold Shanghai, 2022.