Momenten Te Kaupapa Matua: Te Whakapaenga Inu by E2W Studio

Momenten Te Kaupapa Matua: Te Whakapaenga Inu by E2W Studio is a highly esteemed winner of the very prestigious 2023 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2023

Momenten Te Kaupapa Matua: Te Whakapaenga Inu

by E2W Studio

Client: E2W Studio

A' Design Award Parahi Winner in Takai Category

12,286

Verified Award Winner

Verify Award Status for #146150

View at A' Design Award Press Release Award Badge

Colors

The Design

About Momenten Te Kaupapa Matua: Te Whakapaenga Inu

Ko Momenten he hoahoa whakapaengia mō tētahi wāina korokoro-kore he huka-kore e hokona ana i roto i ngā kēne angiangi. Ko te ingoa waitohu e pā ana ki te wā tika mō te inu, ehara i te wā moata rawa, ehara hoki i te wā tōmuri rawa. Ko te tuakiri ātaahua kua hangaia huri i ngā āhua ka kīia he taniwha mīramaira, i whakaarohia mai i tētahi mata iti i hangaia mai i ngā tohu tuhi. Ko te āhua o tēnā me tēnā taniwha e whakaatu ana i tētahi reka, me ngā hanga porotaka mō ngā reka ngāwari ake, me ngā hanga koi ake mō ngā reka kaha ake, ā, ka āwhina tēnei i ngā kaihoko ki te kimi i tā rātou reka e hiahiatia ana. Ko tētahi rārangi horapa e kīia nei ko KAI e toro atu ana i te ariā rite, arā, he mārire, he ngahau. I whakaotia te hoahoa i te tau 2021.

The Recognition

About the A' Design Award Parahi

Ko Momenten Te Kaupapa Matua: Te Whakapaenga Inu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Momenten Te Kaupapa Matua: Te Whakapaenga Inu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Momenten Te Kaupapa Matua: Te Whakapaenga Inu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

Behind the Design

Press Kit

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

Unique Properties: Momenten is a sugar-free sparkling wine brand. Momenten means the right moment to drink, not too early or late. The brand name itself is already impressive and provides a broad space to imagine. When it comes to how to transfer and link each moment of consumers, we think it needs to differentiate from other visual identities.
Dimensions & Packaging: Depth 180mm x Height 140mm
Tags: Wonderful, Vogue, Party, Happy, Open-Minded
Production Technology: During the design process, we found an odd emoji composed of ":" and "1" by chance, which was interesting. Therefore, we decided to create a monster inspired by it, named bubble monsters. Bubble monsters' shapes are based on tastes, the softer taste, the more round shapes. On the contrary, the more pungent, the more sharp shapes. It is not only funny but also could be helpful for consumers to choose their favored taste.
Design Challenge: We try to express the wonderful state of being dizzy, vogue in eyesight and bring people into open visual feelings.
Research: In the brand proposition, manifesto, momenten based on the tonality, the young life attitude "unique", so that have more self-attitude after 95, 00 deep resonance. However, in the creation concept of the product, momenten is very familiar with the "people", which is close to the life of young people and creates more interesting consumption and life scenes.
Inspiration: As the slender cans maximizes the size of the brand name 22:15, how could the remaining space differentiate the brand? During the process of cooperation, we discovered that the founding team was a group of very funny and absurd young people with all kinds of weird ideas, and we laughed our heads off at every creative meeting, which is exactly what light and delicious sparkling wine feel like.
So we decided on the keywords of this visual upgrade: interesting, relaxed, and fun.
Project Duration: The project was completed in 2021.
Operation Flow: After completing the design of the basic line, we received a new assignment to do the packaging design for the diffusion line KAI. The name KAI represents a dizzy and open-minded state, also a kind of party mood as well. The products are featured with 9 degrees and make people feel happy and reach the state of drinking.
Image Credits: N/A