Chilled Milk Картон by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2023 Гвоздена награда A' Design Award in Дизајн паковања Competition Category.
ГвозденаПаковање· 2023
Chilled Milk Картон
by Kazuo Fukushima and Haruka Takeuchi
Client: Meiji China Investment Co.,Ltd.
Гвоздена награда A' Design Award Winner in Паковање Category
Verified Award Winner
Verify Award Status for #150429The Design
About Chilled Milk Картон
Укусно свеже млеко могу да дају само краве које се гаје у добром окружењу. А краве имају слободан приступ мешовитим оброцима који садрже добро избалансиране хранљиве материје. Инспирација су висококвалитетне краве овог производа. Висок квалитет је изражен у штампи у златној боји, а ручно нацртане илустрације изражавају укус природе. Поред тога, трава у устима краве изражава добро окружење за узгој. Ознака златне краве је симбол овог производа. И погодан је за кинеско тржиште.
The Recognition
About the Гвоздена награда A' Design Award
Chilled Milk Картон је добитник Гвоздене награде A' Design Award, престижног признања које се додељује добрим дизајнима који испуњавају професионалне и индустријске захтеве очекиване од добро осмишљених творевина. Добитници Гвоздене награде показују велико умеће, високу специјализацију, стручно разумевање и креативне способности својих твораца. Очекује се да Chilled Milk Картон буде високо цењена, дивљена и вољена творевина која је практична и иновативна. Овај дизајн награђен Гвозденом наградом A' Design Award уграђује најбоље праксе индустрије и има компетентна техничка својства повезана са знањем и талентом. Захваљујући темељности, Chilled Milk Картон заслужује поштовање и осмишљен је да пружи побољшања квалитета живота која помажу да свет буде бољи.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Meiji Investment select the world high level farm and raw milk strictly. Dairy cows are comfortably raised in free range cowsheds. In order to prevent the cows from summer heat, heatstroke prevention measures such as electric fans are implemented. Cows are free to access to mixed rations contain well balanced nutrients. So, they can provide reliable, safe and high quality fresh milk. This is a project to express these carefully raised dairy cows in the design. And it is suitable for the Chinese market situation.
- Dimensions & Packaging
- 950ml: Width 70mm x Depth 70mm x Height 232mm
450ml: Width 70mm x Depth 70mm x Height 140mm
200ml: Width 70mm x Depth 70mm x Height 87mm
Carton material: recyclable paper
Cap material: recyclable plastic - Tags
- China, Chilled Milk, Logo, Japan, Cow, Low fat, Fat free, Milk crown
- Production Technology
- Method of pouring milk to the cap type. It has been improved to be fresher, cleaner and easier to pour.
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. - Design Challenge
- The creative challenge is that consumers could intuitively understand as fresh milk. And designed for a tasty and high quality. Iconized milk crown to express good taste. An original logo is created to express high grade. In addition, three types of taste are classified in three colors for easy understanding. This is a design format that can correspond to 3 sizes and 3 tastes.
- 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 high quality cows. Tasty fresh milk can only be provided by cows raised in good breeding environment, so this design focused on that cows. The high quality is expressed in gold color printing, and the hand drawn illustrations express the tasty of nature. In addition, the grass in the mouth of the cow expresses the good breeding environment. The gold cow mark is placed in the center of the carton, making it stand out on the sales floor. This mark is a symbol of this product.
- Project Duration
- The project started in January 2022 in Shanghai and finished in August 2022, and sales started in China in October 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. 2022.
- Team Members
- Creative Director: Kazuo Fukushima
Graphic Designer: Haruka Takeuchi
Illustrator: Mai Senoo
Account Director: Xu Xuehua - Image Credits
- Photographer: Zhu Jie
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