Nongfu Spring Mix Primary Function: Fonosana Dite Ronono nataon'i Blackandgold Shanghai

Ny endrika Nongfu Spring Mix Primary Function: Fonosana Dite Ronono nataon'i Blackandgold Shanghai dia mpandresy sarobidy amin'ny 2022 A' Design Award Volafotsy amin'ny Sokajin'ny Fifanintsanana Famolavolana Fonosana.

VolafotsyFonosana· 2022

Nongfu Spring Mix Primary Function: Fonosana Dite Ronono

nataon'i Blackandgold Shanghai

Mpanjifa: Nongfu Spring Co. Ltd.

Mpandresy A' Design Award Volafotsy amin'ny Sokajy Fonosana

24,520

Mpandresy Loka Voamarina

Hanamarina ny Sata Loka ho an'ny #133918

Jereo ao amin'ny A' Design Award Fanambarana ho an'ny Mpanao Gazety Marika Loka

Loko

Ny Endrika

Momba ny Nongfu Spring Mix Primary Function: Fonosana Dite Ronono

Nongfu Spring Mix dia boaty fanomezana voafetra noforonina ho an'ny dite ronono amidy amin'ny fivarotana an-tserasera. Ny boaty dia namboarina ho endrika tigra mena mba hankalazana ny Taona Sinoa an'ny Tigra. Ny mason'ny tigra dia nosoloina endrika miolikolika nalaina avy amin'ny fonosana anaty, izay maneho ny fifangaroan'ny ronono sy dite tena izy. Rehefa tazonina ny boaty, dia mipetraka eo ambonin'ny endriky ny tigra ny tanan'ny mpanjifa, izay miteraka fifandraisana mahafinaritra. Ny hevitra dia mifototra amin'ny hira zaza sinoa malaza momba ny fikapohana tigra. Ny boaty dia vita amin'ny taratasy misy lamination mangirana.

Ny Fankasitrahana

Momba ny A' Design Award Volafotsy

Nandresy ny A' Design Award Volafotsy ny famolavolana Nongfu Spring Mix Primary Function: Fonosana Dite Ronono, fankasitrahana malaza be omena ny famolavolana ambaratonga ambony, tsara tarehy ary mahavariana. Ny mpandresy Volafotsy dia asa mamirapiratra dia mamirapiratra ary mamorona dia mamorona izay maneho ny fahaizana, ny talenta ary ny fahamaotinan-tsain'ny mpamolavola azy. Andrasana ho asa mahagaga, ohatra tsara, mahay amin'ny asa ary vaovao amin'ny halalin-tsaina ny famolavolana Nongfu Spring Mix Primary Function: Fonosana Dite Ronono. Ity famolavolana nandresy ny A' Design Award Volafotsy ity dia fikarohana miavaka be ary ankafizina izay mahasoa ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana Nongfu Spring Mix Primary Function: Fonosana Dite Ronono dia famoronana mahazo fitaka be izay mamaly ny faniriana, mitondra fihetseham-po tsara ary mamelona fahagagana sy fahatalanjonana.

Ao Ambadiky ny Endrika

Fitaovana ho an'ny Mpanao Gazety

Fankasitrahana, mpikambana ao amin'ny ekipa ary antsipiriany teknika nomen'ny mpanao endrika.

Toetra Manokana: 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.
Refy & Fonosana: Width 213mm x Depth 141 mm x Height 169mm
Marika: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Teknolojia Famokarana: The box is made of paper with gloss lamination
Fanamby Endrika: 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.
Fikarohana: 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.
Aingam-panahy: 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.
Faharetan'ny Tetikasa: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Fizotr'asa: 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.
Mpikambana ao amin'ny Ekipa: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Loharanon-tsary: All photos credits to blackandgold Shanghai, 2022.