Nongfu Spring Mix Opakowanie herbaty mlecznej by Blackandgold Shanghai

Nongfu Spring Mix Opakowanie herbaty mlecznej by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Srebrna Nagroda A' Design Award in Wzornictwo Opakowań Competition Category.

SrebrnaOpakowania· 2022

Nongfu Spring Mix Opakowanie herbaty mlecznej

by Blackandgold Shanghai

Client: Nongfu Spring Co. Ltd.

Srebrna Nagroda A' Design Award Winner in Opakowania Category

24,520

Verified Award Winner

Verify Award Status for #133918

View at A' Design Award Press Release Award Badge

Colors

The Design

About Nongfu Spring Mix Opakowanie herbaty mlecznej

Nongfu Spring Mix to limitowane pudełko upominkowe stworzone dla herbaty mlecznej sprzedawanej za pośrednictwem sklepów internetowych. Pudełko ma kształt czerwonej tygrysiej twarzy, symbolizującej chiński Rok Tygrysa. Oczy tygrysa zastąpiono kształtami spirali zaczerpniętymi z wewnętrznego opakowania, nawiązującymi do mieszania prawdziwego mleka i herbaty. Gdy pudełko jest trzymane, dłonie konsumenta znajdują się tuż nad tygrysią twarzą, co tworzy zabawną interakcję. Koncepcja opiera się na znanej chińskiej rymowance o pokonywaniu tygrysa. Pudełko wykonano z papieru z błyszczącą laminacją.

The Recognition

About the Srebrna Nagroda A' Design Award

Nongfu Spring Mix Opakowanie herbaty mlecznej to laureat Srebrnej Nagrody A' Design Award, niezwykle prestiżowego wyróżnienia przyznawanego przepięknym, imponującym projektom z najwyższej półki. Laureaci Srebrnej Nagrody to niezwykle błyskotliwe i wyjątkowo twórcze dzieła, które ukazują wybitną wiedzę, talent i przenikliwość ich twórców. Nongfu Spring Mix Opakowanie herbaty mlecznej ma być wspaniałym, reprezentacyjnym dziełem, które jest niezwykle profesjonalne i głęboko innowacyjne. Ten projekt nagrodzony Srebrną Nagrodą A' Design Award to bardzo godny uwagi, podziwiany wynalazek, który przynosi korzyści i przesuwa granice sztuki, nauki, designu i technologii. Nongfu Spring Mix Opakowanie herbaty mlecznej to dzieło, któremu wielu zazdrości, które budzi pragnienia, wprowadza pozytywne uczucia oraz wzbudza zdumienie i zachwyt.

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.