Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj od Blackandgold Shanghai

Dizajn Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj od dizajnéra Blackandgold Shanghai je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2022 Strieborná cena A' Design Award v súťažnej kategórii Dizajn obalov.

StriebornáObaly· 2022

Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj

od Blackandgold Shanghai

Klient: Nongfu Spring Co. Ltd.

Víťaz ocenenia Strieborná cena A' Design Award v kategórii Obaly

24,520

Overený víťaz ocenenia

Overiť stav ocenenia pre #133918

Zobraziť na A' Design Award Tlačová správa Ocenenie – odznak

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Dizajn

O dizajne Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj

Nongfu Spring Mix je limitovaná darčeková krabica vytvorená pre mliečny čaj predávaný prostredníctvom online obchodov. Krabica má tvar červenej tigrej tváre, čím pripomína čínsky Rok tigra. Oči tigra sú nahradené vírivými tvarmi prevzatými z vnútorného balenia, ktoré odkazujú na miešanie skutočného mlieka a čaju. Keď spotrebiteľ drží krabicu, jeho ruky sa nachádzajú presne nad tigrou tvárou, čo vytvára hravú interakciu. Koncept vychádza zo známej čínskej detskej riekanky o bití tigra. Krabica je vyrobená z papiera s lesklou lamináciou.

Ocenenie

O ocenení Strieborná cena A' Design Award

Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Nongfu Spring Mix Primárna funkcia: Obal na mliečny čaj je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: Width 213mm x Depth 141 mm x Height 169mm
Štítky: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Výrobná technológia: The box is made of paper with gloss lamination
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Pracovný postup: 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.
Členovia tímu: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Zdroje obrázkov: All photos credits to blackandgold Shanghai, 2022.