Nongfu Spring Mix Primærfunksjon: Emballasje for melkete by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award i Sølv in Emballasjedesign Competition Category.
SølvEmballasje· 2022
Nongfu Spring Mix Primærfunksjon: Emballasje for melkete
Client: Nongfu Spring Co. Ltd.
A' Design Award i Sølv Winner in Emballasje Category
- 24,520
- Verified Award Winner
- Verify Award Status for #133918
The Design
About Nongfu Spring Mix Primærfunksjon: Emballasje for melkete
Nongfu Spring Mix er en begrenset gaveeske laget for melkete som selges gjennom nettbutikker. Esken er formet som et rødt tigeransikt for å markere det kinesiske tigerens år. Tigerens øyne er erstattet av virvelformer hentet fra den indre pakken, som viser til blandingen av ekte melk og te. Når esken holdes, plasseres forbrukerens hender rett over tigeransiktet, noe som skaper en leken interaksjon. Konseptet er basert på et velkjent kinesisk barnerim om å slå en tiger. Esken er laget av papir med blank laminering.
The Recognition
About the A' Design Award i Sølv
Nongfu Spring Mix Primærfunksjon: Emballasje for melkete er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Nongfu Spring Mix Primærfunksjon: Emballasje for melkete forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Nongfu Spring Mix Primærfunksjon: Emballasje for melkete er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 2022 is tear of the tiger in China. During Chinese new year, most of products are turning red and have new year greetings or traditional patterns on packaging. It is the safest and acceptable way to do it but lacks surprise and creativity. As e-commerce exclusive packaging, the business goal is to attract young consumers and create a buzz on social media, so the team breaks the conventional design language and use a dramatic way to establish the link between packaging and the year of tiger. The idea is based on a well-known Chinese nursery rhyme which is easier to be remembered and spread among consumers. The product feature is also well combined with tiger. This limited gift box is unique on market.
- Dimensions & Packaging
- Width 213mm x Depth 141 mm x Height 169mm
- Tags
- packaging, milk tea, China, e-commerce, tiger, Chinese new year
- Production Technology
- The box is made of paper with gloss lamination
- Design Challenge
- The main challenge is to find the link between products and tiger. The combination between the word "da" and tiger forms a Chinese nursery rhyme "beat the tiger". This nursery rhyme is well-known in China, and it has the potential to create a buzz in market.
- Research
- Based on personal experience and desk research on Chinese new year packaging design, the team found out the basic design principles of packaging such as red and gold, blessing copy, traditional pattern, etc. However, unlike dairy or alcohol that are usually purchased for gifting when visiting relatives and friends, milk tea is often purchased for pleasing themselves. Instead of using conventional elements, it is possible to make the packaging fun and unique, which can bring humour and creativity to consumers.
- Inspiration
- The essence of this brand is "mix". In Chinese, it means "da". For the brand, "da" is the process of mixing real milk and tea together, but the most common meaning of "da" is "beat". It happened that one catchy Chinese nursery rhyme "beat the tiger" includes brand name "da" and Chinese new year zodiac "tiger", so it becomes the inspiration of the design. The whirl is the brand equity taken from the inner pack which communicates the technique behind. In addition, the whirl is often used for expressing dizziness. In order to fit the happy occasion, the packaging is the red tiger face, while its eyes are replaced with whirls. When consumers hold this gift box, it looks like they are beating the tiger. It provides celebration atmosphere, fun and interactivity to consumers.
- Project Duration
- The project started in Oct, 2021 and the product will be launched in Feb, 2022.
- Operation Flow
- The overall design of the box is based on tiger head to express that it is the packaging created for the year of tiger. The eyes of the tiger are replaced by whirl. When consumers are holding the box, their fists are right above the tiger, which can create the interaction between consumers and packaging. Compared with traditional Chinese new year packaging, this packaging is fun and outstanding.
- Team Members
- Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - Image Credits
- All photos credits to blackandgold Shanghai, 2022.
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