Chilled Milk Ороо by Kazuo Fukushima and Aya Tanaka

Chilled Milk Ороо by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 A' Design Award Коло байгеси in Таңгактоо Дизайны Competition Category.

КолоТаңгактоо· 2024

Chilled Milk Ороо

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

A' Design Award Коло байгеси Winner in Таңгактоо Category

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Verified Award Winner

Verify Award Status for #159679

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Chilled Milk Ороо

Жаш кытай аялдарына багытталган, япондук рецепттерден шыктандырылган премиум кулпунай сүтү ностальгияны ойготуу үчүн чыгарылган. 50% чийки сүттөн даярдалган, ал 20-39 жаш аралыгындагылар үчүн таттуулук менен кычкылдуулуктун мыкты тең салмагын сунуштайт. Продукт япон брендине болгон ишенимди пайдалануучу стилдүү, ташылуучу орооно ээ. Ак фону жана реалисттик кулпунай иллюстрациялары менен дизайны тынч кулпунай талаасынын тажрыйбасын берүүнү, жаңылыкты жана люксту чагылдырууну максат кылат.

The Recognition

About the A' Design Award Коло байгеси

Chilled Milk Ороо – A' Design Award Коло байгесинин жеңүүчүсү, чыгармачылыгы, тапкычтыгы жана зээндүүлүгү менен айырмаланган сонун дизайндарга берилген жогорку бедели бар таануу. Коло жеңүүчүлөр – жетиштүү чеберчиликтүү жана таасирдүү чыгармачыл туундулар, алар авторлорунун бай тажрыйбасын, элестетүүсүн жана тапкычтыгын ырастайт. Chilled Milk Ороо жогору бааланган, суктанууга жана сүйүүгө татыган буюм, өзгөчө кесипкөй жана жаңычыл болот деп күтүлөт. Бул Коло байгени жеңген дизайн искусство, илим, дизайн жана технологиядагы мыкты практиканы камтыйт жана майда-чүйдөсүнө көңүл бургандыгы менен мыкты. Chilled Milk Ороо муктаждыкты сонун канааттандырат, каалоого тийет, сезимдерди арбайт жана кызыгууну козгойт.

Behind the Design

Press Kit

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

Unique Properties: In response to young Chinese women's preference for strawberry milk, a high-quality product inspired by traditional Japanese recipes has been developed, aiming to stir nostalgia among Japanese consumers. Crafted with 50% raw milk, this fresh, refrigerated flavored milk strikes an ideal balance between sweetness and acidity, specifically targeting women aged 20-39. The project showcases a chic, portable packaging design, capitalizing on the trust placed in Japanese brands to offer a novel and delightful strawberry milk 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
Tags: Chilled Milk, Strawberry flavor, Packaging, Logotype, China, Japan quality, Cow, 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 design showcases a white background, suggesting fresh, rich milk and conveying cleanliness, luxury, and quality typical of Japanese brands. Illustrations of strawberries, rendered with a classic, realistic style reminiscent of children's picture books, are featured. Additionally, illustrations of strawberry flowers and leaves are included to enhance the ambiance of a strawberry field, aiming to transport the target audience to a relaxed state, as though they were enjoying the beverage amidst an actual strawberry patch.
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: Set against a white background, the design signifies fresh, luxurious milk, characteristic of Japanese quality. Realistic strawberry illustrations, akin to those in children's books, along with strawberry flowers and leaves, enhance the strawberry field theme. This aims to immerse the target audience in the tranquility of enjoying the beverage within a strawberry patch.
Project Duration: The project started in May 2023 in Shanghai and finished in August 2023, and sales started in China in November 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: Aya Tanaka
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie