Chilled Milk Carton Pouaka by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Carton Pouaka by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award Parahi in Hoahoa Takai Competition Category.

ParahiTakai· 2024

Chilled Milk Carton Pouaka

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award Parahi Winner in Takai Category

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Verified Award Winner

Verify Award Status for #159694

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Chilled Milk Carton Pouaka

Hei whakataetae i te maakete miraka teitei o Haina, nā tētahi hangarau motuhake i hanga he miraka kounga teitei e aro ana ki ngā wāhine 30-50 tau te pakeke, e whakakotahi ana i te miraka mata 100 ōrau me tētahi hangarau whakatōpū e tiaki ana i ngā kai totika mō te reka ngahau. Ka tautuhi anō tēnei kaupapa i te takai miraka, e whakakotahi ana i te auahatanga me te kounga o Hapani ki te reka rangatira. Ko te tae waiporoporo o te takai hei tohu rangatira, e whakarei ana i te mā me te koura mō te ātaahua me te kounga, ā, ka rerekē rawa, ka mau tonu ki te mahara te hoahoa.

The Recognition

About the A' Design Award Parahi

Ko Chilled Milk Carton Pouaka 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 Chilled Milk Carton Pouaka 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 Chilled Milk Carton Pouaka 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: In response to the competitive, high-end milk market in China, a premium product has been developed using unique technology. Targeting women aged 30 to 50, this milk is made from 100% raw milk and enriched with proprietary concentration technology, preserving nutrients while offering a rich taste. The project aims to establish a new standard in milk packaging, merging innovation, tradition, and the trusted quality of a Japanese brand with a luxurious, flavorful 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
200ml: Width 55mm x Depth 55mm x Height 102mm
Tags: Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, 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 challenge was to create a design that consumers could intuitively understand as chilled milk. In pursuit of a simpler and higher quality milk package, the team aimed to maintain the conventional package style. A prominent design feature is the bold display of the protein content, "4.7g," which intuitively communicates the high quality ingredients to consumers, even at a glance on the store shelf. Moreover, the silhouette of a cow, rendered in luxurious gold, adds a touch of elegance and represents the excellent rearing environment. This is further embellished with patterns of plants and flowers to signify natural quality.
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: Inspired by the tradition and high quality of purple, a color traditionally associated with nobility in Japan and China, the design evokes an intuitive sense of elegance in Asians. The deep purple accentuates the richness of the milk, while a bold white ribbon symbolizes its essence. A crown at the top, formed from drops of rich milk, represents supremacy and the high quality of the Japanese brand. The combination of purple, white, and gold ensures a memorable design that stands out significantly.
Project Duration: The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 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: Haruka Takeuchi
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie