Chilled Milk Carton Kapoti by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Carton Kapoti by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award Apamemea in Mamanu Afifi Competition Category.

ApamemeaAfifi· 2024

Chilled Milk Carton Kapoti

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award Apamemea Winner in Afifi Category

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Verified Award Winner

Verify Award Status for #159694

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Chilled Milk Carton Kapoti

Ina ia tauva i le maketi susu maualuga o Saina, o se tekonolosi tulaga ese na faia ai susu lelei e faʻatatau i fafine e 30-50 tausaga, e faʻafefiloi susu mata 100 pasene ma se tekonolosi faʻapipiʻi e faʻasaoina meaʻai mo se tofo maoae. E toe faʻamatalaina e le polōkalama afifiaga susu, e tuʻufaʻatasia foutuaga ma le tulaga maualuga Iapani ma se tofo faʻalelei. O le lanu viole o le afifi e faʻailoaina ai le mamalu, e faʻaleleia e le paʻepaʻe ma le auro mo le matagofie ma le lelei, ma faʻailoga manino ai le mamanu.

The Recognition

About the A' Design Award Apamemea

O le A' Design Award Apamemea na manumalo ai Chilled Milk Carton Kapoti, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Chilled Milk Carton Kapoti e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Chilled Milk Carton Kapoti e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: In response to the competitive, high-end milk market in China, a premium product has been developed using unique technology. Targeting women aged 30 to 50, this milk is made from 100% raw milk and enriched with proprietary concentration technology, preserving nutrients while offering a rich taste. The project aims to establish a new standard in milk packaging, merging innovation, tradition, and the trusted quality of a Japanese brand with a luxurious, flavorful 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
200ml: Width 55mm x Depth 55mm x Height 102mm
Tags: Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, 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 challenge was to create a design that consumers could intuitively understand as chilled milk. In pursuit of a simpler and higher quality milk package, the team aimed to maintain the conventional package style. A prominent design feature is the bold display of the protein content, "4.7g," which intuitively communicates the high quality ingredients to consumers, even at a glance on the store shelf. Moreover, the silhouette of a cow, rendered in luxurious gold, adds a touch of elegance and represents the excellent rearing environment. This is further embellished with patterns of plants and flowers to signify natural quality.
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: Inspired by the tradition and high quality of purple, a color traditionally associated with nobility in Japan and China, the design evokes an intuitive sense of elegance in Asians. The deep purple accentuates the richness of the milk, while a bold white ribbon symbolizes its essence. A crown at the top, formed from drops of rich milk, represents supremacy and the high quality of the Japanese brand. The combination of purple, white, and gold ensures a memorable design that stands out significantly.
Project Duration: The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 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: Haruka Takeuchi
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie