Chilled Milk ዕሹግ by Kazuo Fukushima and Aya Tanaka is a highly esteemed winner of the very prestigious 2024 ናይ ነሓስ ሽልማት A' Design Award in ንድፊ ማዕሸጊ Competition Category.
ነሓስማዕሸጊ· 2024
Chilled Milk ዕሹግ
by Kazuo Fukushima and Aya Tanaka
Client: Meiji China Investment Co.,Ltd.
ናይ ነሓስ ሽልማት A' Design Award Winner in ማዕሸጊ Category
Verified Award Winner
Verify Award Status for #159679The Design
About Chilled Milk ዕሹግ
ንመንእሰያት ቻይናውያን ደቀንስትዮ ዝዓለመ፡ ብጃፓናዊ ኣሰራርሓ ዝተነድሔ ልዑል ደረጃ ዘለዎ ስትሮቤሪ ጸባ ዝሓለፈ ዘክታታት ንምንቃቕ ተዘርጊሑ። ብ50% ጥሬ ጸባ ዝተሰርሐ እዩ፡ ንኣብ መንጎ 20-39 ዕድመ ንዘለዉ ፍጹም ሚዛን ሕሌትን ጸዓርን ዝህብ። እቲ ፍርያት ናይ ጃፓናዊ ምልክት ምትእምማን ዝጥቀም ውቡእን ቀሊል ዝተሓወሰን ዕሹግ ኣለዎ። ዲዛይኑ ጻዕዳ ድሕረ ባይታን ሓቀኛ ስትሮቤሪ ስእልታትን ዘለዎ፡ ህድእ ናይ ስትሮቤሪ ኣራሽ ተመክሮ ንምሃብ፡ ፍሩይነትን ቅንጦትን ዝንጸባርቕ እዩ።
The Recognition
About the ናይ ነሓስ ሽልማት A' Design Award
Chilled Milk ዕሹግ ናይ ነሓስ ሽልማት A' Design Award ዝዓወተ እዩ፣ ብፈጠራ፣ ርእሰ ሓይልን ስቕታን ዝፍለዩ ብልጫ ዘለዎም ዲዛይናት ዝወሃብ ኣዚዩ ክቡር ኣፍልጦ። ዘዓወቱ ነሓስ ሰፊሕ ተሞክሮ፣ ምሕሳብን ርእሰ ምምዕባልን ዲዛይነራቶም ዘረጋግጹ ኣዚዮም ክኢላታትን ብዘደንቕ መገዲ ፈጠራውያንን ኣርቴፋክትታት እዮም። Chilled Milk ዕሹግ ብዙሕ ዝተመነየ፣ ዝደነቐን ዝፈተዎን ብኣገዳሲ መገዲ ሞያውን ሓድሽን ኣቕሓ ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ነሓስ ሽልማት A' Design Award ኣብ ጥበብ፣ ሳይንስ፣ ዲዛይንን ቴክኖሎጂን ዝበለጹ ልምድታት ዘጣምር፣ ንዝርዝር ብዝህቦ ኣቓልቦ ድማ ዝበለጸ እዩ። Chilled Milk ዕሹግ ድልየታት ብጽባቐ የማልእ፣ ንድሌታት ይትንክፍ፣ ንስምዒታት የማርኽን ሕቶ ድማ የሰሕብን።
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In response to young Chinese women's preference for strawberry milk, a high-quality product inspired by traditional Japanese recipes has been developed, aiming to stir nostalgia among Japanese consumers. Crafted with 50% raw milk, this fresh, refrigerated flavored milk strikes an ideal balance between sweetness and acidity, specifically targeting women aged 20-39. The project showcases a chic, portable packaging design, capitalizing on the trust placed in Japanese brands to offer a novel and delightful strawberry milk 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 - Tags
- Chilled Milk, Strawberry flavor, Packaging, Logotype, China, Japan quality, Cow, 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 design showcases a white background, suggesting fresh, rich milk and conveying cleanliness, luxury, and quality typical of Japanese brands. Illustrations of strawberries, rendered with a classic, realistic style reminiscent of children's picture books, are featured. Additionally, illustrations of strawberry flowers and leaves are included to enhance the ambiance of a strawberry field, aiming to transport the target audience to a relaxed state, as though they were enjoying the beverage amidst an actual strawberry patch.
- 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
- Set against a white background, the design signifies fresh, luxurious milk, characteristic of Japanese quality. Realistic strawberry illustrations, akin to those in children's books, along with strawberry flowers and leaves, enhance the strawberry field theme. This aims to immerse the target audience in the tranquility of enjoying the beverage within a strawberry patch.
- Project Duration
- The project started in May 2023 in Shanghai and finished in August 2023, and sales started in China in November 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: Aya Tanaka
Account Director: Xu Xuehua - Image Credits
- Photographer: Zhu Jie
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