Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ by Yuta Takahashi

Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ by Yuta Takahashi is a highly esteemed winner of the very prestigious 2020 Ҷоизаи нуқрагии A' Design Award in Дизайни графика, тасвирсозӣ ва иртиботи визуалӣ Competition Category.

НуқраГрафика· 2020

Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ

by Yuta Takahashi

Client: Miltos

Ҷоизаи нуқрагии A' Design Award Winner in Графика Category

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Colors

The Design

About Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ

Милтос як тарҳи ҳувияти бренд ва бастабандӣ барои як бренди шоколад аст. Консепсия ғояи «аз лӯбиё то плита»-ро ба муносибати «аз дарахт то плита» васеъ мекунад, ки атри какаоро таъкид менамояд. Баста аз коғази нозуки кабуди торик бо коркарди дурахшон, лаке, ки нақши абрешимро ифода мекунад ва мӯҳргузории тиллоӣ сохта шудааст. Ҷилд мисли муқоваи китоб кушода мешавад ва як корти ҷадвали таъмро дар бар мегирад, ки ҳар як маззаро муфассал шарҳ медиҳад, чуноне ки бо шароб карда мешавад. Қуттии маҷмӯӣ бар асоси тасвири рафи китоб сохта шудааст. Тарҳ таҷрибаи ороми брендро барои калонсолон дастгирӣ мекунад.

The Recognition

About the Ҷоизаи нуқрагии A' Design Award

Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ ғолиби Ҷоизаи нуқрагии A' Design Award аст, ки эътирофи фавқулодда обрӯманд буда, ба тарҳҳои сатҳи олӣ, зебо ва таъсирбахш дода мешавад. Ғолибони нуқра асарҳои бағоят дурахшон ва бениҳоят эҷодкоронаанд, ки таҷрибаи барҷаста, истеъдод ва зиракии тарроҳони худро нишон медиҳанд. Интизор меравад, ки Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ асари аҷоиб ва намунавӣ бошад, ки ба таври назаррас касбӣ ва амиқан навоваронаанд. Ин тарҳи ғолиби Ҷоизаи нуқрагии A' Design Award ихтирои хеле назаррас ва мавриди таҳсин аст, ки судманд аст ва ҳудуди санъат, илм, тарроҳӣ ва технологияро пеш мебарад. Miltos Функсияи асосӣ: Ҳувияти бренд, бастабандӣ офаридаест, ки бисёриҳо ба он ҳасад мебаранд ва хостаҳоро бедор мекунад, эҳсосоти мусбат меорад ва ҳайрат ва тааҷҷуб ба вуҷуд меорад.

Behind the Design

Press Kit

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

Unique Properties: Miltos proposes a Tree to Bar chocolate which goes one step further from Bean to Bar. They are inspired by the brand philosophy that maximizes the aroma of cacao and forms the identity of a "perfume-like chocolate." The package expresses the aroma of cacao by the texture of silk fabric. Like a sculpture, chocolate has a step where they can enjoy a gorgeous aroma and rich melty texture. The book shaped case make you feel the brand story. The online store provides they with the Miltos world view.
Dimensions & Packaging: Chocolate: Width 2.75 x Depth 0.275 x Height 2.75inch
Chocolate package: Width 4 x Depth 0.5 x Height 4inch
Assort box: Width 4.2 x Depth 2.3 x Height 4.2inch
Shopping bag (M): Width 7 x Depth 3 x Height 9.5inch
Shopping bag (S): Width 6 x Depth 1.5 x Height 8.5inch
Tags: Branding, Packaging, Identity, Logo, Chocolate, Food, Sweets, Japan
Production Technology: The package uses dark blue fine paper selected to express the flavor of dark chocolate. Glitter processing that shines in various colors on the surface of the paper. Furthermore, varnish processing which expressed silk pattern. Gold foil stamping. After die cutting, bonding processing.
Design Challenge: Although it is chocolate, it needed a brand which allows people to think about the brand philosophy and its background. They needed to construct a brand experience that was differentiated from others for chocolates which are sold some thousands every year. They enabled them by broadening the chocolate concept and integrating the inspirations acquired from various industries into one offering.
Research: They investigated chocolates saturating the market and researched the user experience. Also, a variety of market research was done and they studied the connection between the industry (fashion, fragrance, arts, architecture and sculpture) which seems to have no relationships with chocolate at first glance. As a result, rather than just designing packages, they thought that they can provide a new user experience which is differentiated from others by structuring a brand to create better culture.
Inspiration: There was a need for a brand experience which not only encourages users to consume, but also one where people can learn about food, think about sustainability and think about the maker of the ingredients. Therefore, they did away with the image of "sweet chocolate" that children eat and focused on the brand experience that adults can deepen their thoughts about food while enjoying quiet moments.
Project Duration: This project started development in Ehime, Japan in August 2018 and was completed in January 2020. The product announcement was made in January 2020.
Operation Flow: The package opens like the cover of a book. As you open the case, the flavor chart card is attached. The chocolate tastes are explained in detail as is done with wine and whiskey. The assortment box was designed based on the image of a bookcase. By making the package shaped like a book, the design projects the brand story. They have built a unified world view from package to the online store.
Patents: Copyrights belong to Yuta Takahashi, 2020
Team Members: Art Director: Yuta Takahashi
Designer: Yuta Takahashi
Photographer: Yuta Takahashi
Programmer: Takashi Sasahara
Image Credits: Image 1: Photographer Yuta Takahashi, 2020
Optional Image 1: Photographer Yuta Takahashi, 2020
Optional Image 2: Photographer Yuta Takahashi, 2020
Optional Image 3: Photographer Yuta Takahashi, 2020
Optional Image 4: Photographer Yuta Takahashi, 2020