Nongfu Spring Mix Primary Function: Sepakane sa Tee ea Lebese by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Moputso oa Silevera oa A' Design Award in Moralo wa Phuthelo Competition Category.
SileveraPhuthelo· 2022
Nongfu Spring Mix Primary Function: Sepakane sa Tee ea Lebese
Client: Nongfu Spring Co. Ltd.
Moputso oa Silevera oa A' Design Award Winner in Phuthelo Category
Verified Award Winner
Verify Award Status for #133918The Design
About Nongfu Spring Mix Primary Function: Sepakane sa Tee ea Lebese
Nongfu Spring Mix ke lebokose la mpho le lekanyelitsoeng le entsoeng bakeng sa tee ea lebese e rekisoang ka mabenkele a inthaneteng. Lebokose le entsoe ka sebopeho sa sefahleho se sefubelu sa nkoe ho hlokomela Selemo sa Machaena sa Nkoe. Mahlo a nkoe a nkeloa sebaka ke libopeho tse potolohang tse nkiloeng ka lebokoseng le ka hare, tse buang ka ho kopanngoa ha lebese la 'nete le tee. Ha lebokose le tšoeroe, matsoho a moreki a lula hantle ka holim'a sefahleho sa nkoe, se hlahisang tšebelisano e monate. Mohopolo o thehiloe pineng e tsebahalang ea bana ea Machaena e mabapi le ho otla nkoe. Lebokose le entsoe ka pampiri e nang le lamination e phatsimang.
The Recognition
About the Moputso oa Silevera oa A' Design Award
Nongfu Spring Mix Primary Function: Sepakane sa Tee ea Lebese ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Nongfu Spring Mix Primary Function: Sepakane sa Tee ea Lebese e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Nongfu Spring Mix Primary Function: Sepakane sa Tee ea Lebese ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.
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.
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
