Chilled Milk Савлагаа by Kazuo Fukushima and Aya Tanaka

Chilled Milk Савлагаа by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 A' Design Award Хүрэл шагнал in Савлагааны дизайн Competition Category.

ХүрэлСавлагаа· 2024

Chilled Milk Савлагаа

by Kazuo Fukushima and Aya Tanaka

Client: Meiji China Investment Co.,Ltd.

A' Design Award Хүрэл шагнал Winner in Савлагаа Category

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Colors

The Design

About Chilled Milk Савлагаа

Хятад залуу эмэгтэйчүүдэд чиглэсэн, Японы жороор санаачлагдсан дээд зэрэглэлийн гүзээлзгэнэтэй сүү нь дурсамжийг сэргээх зорилготой гаргагдсан. 50% түүхий сүүгээр хийгдсэн энэхүү бүтээгдэхүүн нь 20-39 насны хүмүүст зориулж амтлаг ба исгэлэн хоорондын төгс тэнцвэрийг санал болгож байна. Бүтээгдэхүүн нь Японы брэндийн итгэлцлийг ашигласан загварлаг, зөөвөрлөх боломжтой савлагаагаар онцлогтой. Цагаан дэвсгэртэй, бодитой дүрслэгдсэн гүзээлзгэнэтэй дизайн нь тайван гүзээлзгэнэтэй талбайн мэдрэмжийг бий болгож, шинэлэг байдал болон тансаг зэрэглэлийг илэрхийлж байна.

The Recognition

About the A' Design Award Хүрэл шагнал

Chilled Milk Савлагаа нь A' Design Award Хүрэл шагналын ялагч бөгөөд бүтээлч чанар, овсгоо, цэцэн ухаанаараа ялгарсан шилдэг загварт олгодог маш нэр хүндтэй хүлээн зөвшөөрөлт юм. Хүрэл ялагчид бол хангалттай ур чадвартай, гайхалтай бүтээлч ажил бөгөөд зохион бүтээгчдийн өргөн туршлага, төсөөлөл, самбаатай байдлыг баталдаг. Chilled Milk Савлагаа нь өндөр үнэлэгдсэн, биширсэн, хайрласан зүйл, мэдэгдэхүйц мэргэжлийн, шинэлэг байх болно гэж хүлээгддэг. Хүрэл шагнал хүртсэн энэ загвар нь урлаг, шинжлэх ухаан, загвар, технологийн шилдэг туршлагыг шингээж, нарийн ширийнд анхаарал хандуулснаараа тод юм. Chilled Milk Савлагаа хэрэгцээг гайхалтай хангаж, хүслийг хөндөж, сэтгэл хөдлөлийг байлдан дагуулж, сониуч занг татдаг.

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