Satine Jersey Mahi Matua: Te Uwhi Miraka by Blackandgold Shanghai

Satine Jersey Mahi Matua: Te Uwhi Miraka by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Rino in Hoahoa Takai Competition Category.

RinoTakai· 2022

Satine Jersey Mahi Matua: Te Uwhi Miraka

by Blackandgold Shanghai

Client: Yili Group

A' Design Award Rino Winner in Takai Category

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Verified Award Winner

Verify Award Status for #134131

View at A' Design Award Press Release Award Badge

Colors

The Design

About Satine Jersey Mahi Matua: Te Uwhi Miraka

Kuputuhi Pukapuka: Ko Satine Jersey he uwhi i hoahoatia mō tētahi hua miraka Jersey kounga tiketike. Ka whakamahia e te hoahoa tētahi momo Art Deco hei whakaatu i te taonga nui me te whakaata i te take o te miraka. Ko te papamuri e kāpī ana ki te kākāriki Satine, ā, ko te waitohu kua whakamahia ki te koura. Ko ngā whakaahua rārangi koura e whakaatu ana i tētahi whenua o Peretana me tētahi pāmu miraka Jersey, e whakapaparahia ana e te London Eye. Ko te ingoa hua kua whakatakotoria ki roto i tētahi tohu waikura hiri Pākehā hei tohu i te tikanga tuku iho o Peretana. Ko te uwhi o roto he hanga mai i te kirihou konumohe, ā, ko te pouaka o waho he pepa hiriwa kanapa.

The Recognition

About the A' Design Award Rino

Ko Satine Jersey Mahi Matua: Te Uwhi Miraka te toa o te A' Design Award Rino, he whakaaetanga whai mana e hoatu ana ki ngā hoahoa pai e whakatutuki ana i ngā hiahia ngaio me te ahumahi e tūmanakohia ana mai i ngā mahi kua hoahoatia pai. Ko ngā toa Rino e whakaatu ana i te pukenga nui, te tohungatanga teitei, te māramatanga mātanga me te kaha auaha o ō rātou kaihanga. E tūmanakohia ana ko Satine Jersey Mahi Matua: Te Uwhi Miraka he mahi whakanuia, whakamīharotia, aroha nui, he whaihua, he auaha hoki. Ko tēnei hoahoa i toa i te Rino e whakakotahi ana i ngā tikanga pai rawa o te ahumahi, ā, he āhuatanga hangarau pūkenga tōna e hono ana ki te mōhio me te pūmanawa. E whakahonoretia ana a Satine Jersey Mahi Matua: Te Uwhi Miraka mō tōna tōtika, ā, i hoahoatia hei whakapai ake i te kounga o te oranga me te āwhina i te ao kia pai ake.

Behind the Design

Press Kit

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

Unique Properties: Satine launches its first ever Jersey milk to enhance its image as leading premium milk brand in China. Satine imports Jersey cattle from Jersey and brings them up in Inner Mongolia in order to produce the most premium milk on the market. To highlight its origin and premium feature, the packaging conveys the British style and Jersey dairy farm in an artistic way to justify its premium price.
Dimensions & Packaging: Inner pack: Width 346mm x Depth 104mm x Height 121mm
Box: Width 45mm x Depth 45mm x Height 218mm
Tags: Packaging, milk, premium, China, Jersey
Production Technology: Inner pack: Aluminium foil without white ink
Box: Iridescent silver paper
Design Challenge: Jersey cattle is the USP of the product, and it is essential to convey this message. Chinese consumers barely know about the landscape of Jersey, but it is possible to educate them that Jersey is British Crown Dependency. So we decide to put British elements on packaging to create the British feel and suggest the origin.
Research: In terms of pure milk category, most of the brands are using the traditional elements such as cow, farm and milk splash in a common method. However, Satine Jersey Milk is a high-end pure milk and its origin is Jersey, so how to help consumers to realize its premiumness and unique selling point compared with other milk? Within the category, cow and farm are often treated realistically. Therefore, we use artistic way to create the differentiation, and we find out the exquisite art style art deco is the best match.
Inspiration: The packaging is inspired by Art Deco which represents luxury and glamour. It matches Jersey milk's luxurious image. The background color is covered in Satine Green. Its logo is treated in gold. The illustration demonstrates British landscape and Jersey dairy farm in golden line to communicate its origin in a premium way. The product name is framed in sealing wax to reflect its British tradition. Its nutrition value is presented as well.
Project Duration: The project started in February, 2020 and the product is launched in April, 2020.
Operation Flow: The box is framed by The London Eye in Art Deco style. Within the frame, it mixes the tourist attraction of the Great Britain. and the environment of Jersey dairy farm. The illustration is covered by a tradition European sealing wax that seals the British style into the product.
Team Members: Creative Director: Yang LI
Designer: Xuying ZHANG
Designer: Yu KANG
Illustrator: Nicolas DAMIENS
3D rendering: Jianhui CHEN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Image Credits: All photos credits to blackandgold Shanghai, 2022.