Chilled Milk ᱯᱟᱠᱮᱡᱤᱝ by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ in ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ Competition Category.
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2024
Chilled Milk ᱯᱟᱠᱮᱡᱤᱝ
by Kazuo Fukushima and Aya Tanaka
Client: Meiji China Investment Co.,Ltd.
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ Winner in ᱯᱮᱠᱮᱡᱤᱝ Category
Verified Award Winner
Verify Award Status for #159679The Design
About Chilled Milk ᱯᱟᱠᱮᱡᱤᱝ
ᱡᱚᱵᱟᱱ ᱪᱤᱱᱟᱹ ᱠᱩᱲᱤ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱞᱟᱠᱪᱟᱨ ᱠᱟᱛᱮ, ᱡᱟᱯᱟᱱᱤ ᱨᱮᱥᱤᱯᱤ ᱠᱷᱚᱱ ᱩᱫᱽᱜᱟᱹᱣ ᱟᱠᱟᱱ ᱢᱤᱫ ᱯᱨᱤᱢᱤᱭᱚᱢ ᱥᱴᱨᱚᱵᱮᱨᱤ ᱫᱩᱫᱷ ᱯᱩᱨᱟᱹᱬ ᱫᱤᱱ ᱨᱮᱱᱟᱜ ᱠᱷᱚᱸᱫᱽᱨᱚᱝ ᱡᱤᱣᱤᱭᱮᱫ ᱞᱟᱹᱜᱤᱫ ᱪᱟᱹᱞᱩ ᱟᱠᱟᱱᱟ᱾ 50% ᱠᱟᱹᱪᱟ ᱫᱩᱫᱷ ᱥᱟᱶ ᱛᱮᱭᱟᱨ ᱠᱟᱛᱮ, ᱱᱚᱶᱟ 20-39 ᱵᱚᱪᱷᱚᱨ ᱩᱢᱮᱨ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱴᱷᱟᱹᱣ ᱟᱨ ᱟᱢᱲᱟᱣ ᱨᱮᱱᱟᱜ ᱥᱚᱢᱯᱩᱨᱱᱚ ᱥᱚᱢᱚᱱᱤᱛᱚ ᱮ ᱫᱚᱦᱚᱭᱟ᱾ ᱡᱟᱯᱟᱱᱤ ᱵᱽᱨᱟᱱᱰ ᱨᱮᱱᱟᱜ ᱵᱷᱚᱨᱚᱥᱟ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱛᱮ ᱱᱚᱶᱟ ᱡᱤᱱᱤᱥ ᱨᱮ ᱥᱴᱟᱭᱤᱞᱤᱥ, ᱤᱛᱩᱱ ᱤᱛᱩᱱ ᱤᱫᱤ ᱡᱟᱹᱱᱤᱡ ᱯᱟᱠᱮᱡᱤᱝ ᱢᱮᱱᱟᱜᱼᱟ᱾ ᱯᱩᱸᱰ ᱵᱮᱠᱜᱽᱨᱟᱣᱩᱱᱰ ᱟᱨ ᱥᱚᱛ ᱥᱴᱨᱚᱵᱮᱨᱤ ᱪᱤᱛᱟᱹᱨ ᱥᱟᱶ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ, ᱢᱤᱫ ᱥᱟᱹᱱᱛᱤᱯᱩᱨᱱᱚ ᱥᱴᱨᱚᱵᱮᱨᱤ ᱵᱟᱹᱴᱤ ᱨᱮᱱᱟᱜ ᱚᱱᱩᱵᱷᱚᱵᱽ ᱮᱢ ᱞᱟᱹᱜᱤᱫ, ᱱᱟᱶᱟᱯᱟᱱ ᱟᱨ ᱞᱚᱠᱪᱚᱨᱤ ᱵᱩᱴᱟᱹᱣᱮᱫᱼᱟ᱾
The Recognition
About the A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ
Chilled Milk ᱯᱟᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Chilled Milk ᱯᱟᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
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
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