Miltos Pagrindinė funkcija: Prekės ženklo identitetas, pakuotė by Yuta Takahashi is a highly esteemed winner of the very prestigious 2020 Sidabrinis apdovanojimas A' Design Award in Grafikos, iliustracijų ir vizualinės komunikacijos dizainas Competition Category.
SidabrinisGrafika· 2020
Miltos Pagrindinė funkcija: Prekės ženklo identitetas, pakuotė
Client: Miltos
Sidabrinis apdovanojimas A' Design Award Winner in Grafika Category
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- Verified Award Winner
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The Design
About Miltos Pagrindinė funkcija: Prekės ženklo identitetas, pakuotė
Miltos – tai prekės ženklo identiteto ir pakuotės dizainas šokolado prekės ženklui. Koncepcija plečia „nuo pupelės iki plytelės" idėją į „nuo medžio iki plytelės" požiūrį, kuris pabrėžia kakavos aromatą. Pakuotė pagaminta iš tamsiai mėlyno kokybiško popieriaus su blizgučių apdaila, laku, kuris išreiškia šilko raštą, ir aukso folijos įspaudu. Dėžutė atsiveria kaip knygos viršelis ir joje yra skonio diagramos kortelė, kuri detaliai paaiškina kiekvieną skonį, kaip daroma su vynu. Rinkinio dėžutė sukurta pagal knygų spintos vaizdą. Dizainas užtikrina ramų prekės ženklo potyrį suaugusiesiems.
The Recognition
About the Sidabrinis apdovanojimas A' Design Award
Miltos Pagrindinė funkcija: Prekės ženklo identitetas, pakuotė laimėjo Sidabrinį apdovanojimą A' Design Award, nepaprastai prestižinį pripažinimą, skiriamą aukščiausios klasės, puikiems ir įspūdingiems dizainams. Sidabro laureatai yra itin puikūs ir labai kūrybingi darbai, rodantys jų kūrėjų išskirtinę kompetenciją, talentą ir įžvalgumą. Tikimasi, kad Miltos Pagrindinė funkcija: Prekės ženklo identitetas, pakuotė bus nuostabus, pavyzdinis, labai profesionalus ir giliai novatoriškas kūrinys. Šis Sidabriniu apdovanojimu įvertintas dizainas yra žymus, žavimas išradimas, padedantis plėsti meno, mokslo, dizaino ir technologijų ribas. Miltos Pagrindinė funkcija: Prekės ženklo identitetas, pakuotė yra kūrinys, kuriam daugelis pavydi, žadinantis troškimus, teikiantis teigiamų jausmų ir sukeliantis nuostabą bei stebėjimąsi.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Miltos proposes a Tree to Bar chocolate which goes one step further from Bean to Bar. They are inspired by the brand philosophy that maximizes the aroma of cacao and forms the identity of a "perfume-like chocolate." The package expresses the aroma of cacao by the texture of silk fabric. Like a sculpture, chocolate has a step where they can enjoy a gorgeous aroma and rich melty texture. The book shaped case make you feel the brand story. The online store provides they with the Miltos world view.
- Dimensions & Packaging
- Chocolate: Width 2.75 x Depth 0.275 x Height 2.75inch
Chocolate package: Width 4 x Depth 0.5 x Height 4inch
Assort box: Width 4.2 x Depth 2.3 x Height 4.2inch
Shopping bag (M): Width 7 x Depth 3 x Height 9.5inch
Shopping bag (S): Width 6 x Depth 1.5 x Height 8.5inch - Tags
- Branding, Packaging, Identity, Logo, Chocolate, Food, Sweets, Japan
- Production Technology
- The package uses dark blue fine paper selected to express the flavor of dark chocolate. Glitter processing that shines in various colors on the surface of the paper. Furthermore, varnish processing which expressed silk pattern. Gold foil stamping. After die cutting, bonding processing.
- Design Challenge
- Although it is chocolate, it needed a brand which allows people to think about the brand philosophy and its background. They needed to construct a brand experience that was differentiated from others for chocolates which are sold some thousands every year. They enabled them by broadening the chocolate concept and integrating the inspirations acquired from various industries into one offering.
- Research
- They investigated chocolates saturating the market and researched the user experience. Also, a variety of market research was done and they studied the connection between the industry (fashion, fragrance, arts, architecture and sculpture) which seems to have no relationships with chocolate at first glance. As a result, rather than just designing packages, they thought that they can provide a new user experience which is differentiated from others by structuring a brand to create better culture.
- Inspiration
- There was a need for a brand experience which not only encourages users to consume, but also one where people can learn about food, think about sustainability and think about the maker of the ingredients. Therefore, they did away with the image of "sweet chocolate" that children eat and focused on the brand experience that adults can deepen their thoughts about food while enjoying quiet moments.
- Project Duration
- This project started development in Ehime, Japan in August 2018 and was completed in January 2020. The product announcement was made in January 2020.
- Operation Flow
- The package opens like the cover of a book. As you open the case, the flavor chart card is attached. The chocolate tastes are explained in detail as is done with wine and whiskey. The assortment box was designed based on the image of a bookcase. By making the package shaped like a book, the design projects the brand story. They have built a unified world view from package to the online store.
- Patents
- Copyrights belong to Yuta Takahashi, 2020
- Team Members
- Art Director: Yuta Takahashi
Designer: Yuta Takahashi
Photographer: Yuta Takahashi
Programmer: Takashi Sasahara - Image Credits
- Image 1: Photographer Yuta Takahashi, 2020
Optional Image 1: Photographer Yuta Takahashi, 2020
Optional Image 2: Photographer Yuta Takahashi, 2020
Optional Image 3: Photographer Yuta Takahashi, 2020
Optional Image 4: Photographer Yuta Takahashi, 2020
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