Chilled Milk Famonosana by Kazuo Fukushima and Aya Tanaka

Chilled Milk Famonosana by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 A' Design Award Varahina in Famolavolana Fonosana Competition Category.

VarahinaFonosana· 2024

Chilled Milk Famonosana

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

A' Design Award Varahina Winner in Fonosana 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 Famonosana

Mikendry ny vehivavy tanora sinoa, navoaka ny ronono frezy avo lenta aingam-panahy avy amin'ny fomba japoney mba hamoha fahatsiarovana ny lasa. Vita amin'ny ronono manta 50%, manolotra fifandanjana lavorary eo amin'ny mamy sy ny marikivy ho an'ireo 20-39 taona izy io. Manana fonosana kanto sy azo entina mora izay mampiasa ny fahatokisana ny marika japoney ny vokatra. Ny famolavolana azy, miaraka amin'ny lafiny fotsy sy sary frezy tena mitovy amin'ny tena izy, dia mikendry ny hanome traikefa saha frezy tony, maneho ny maha-vaovao sy ny maha-sangany.

The Recognition

About the A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Chilled Milk Famonosana, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Chilled Milk Famonosana. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Chilled Milk Famonosana dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

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