Chilled Milk Carton קאַרטאָן by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award אין בראָנדז in פּאַקונג דיזײַן Competition Category.
בראָנדזפּאַקונג· 2024
Chilled Milk Carton קאַרטאָן
by Kazuo Fukushima and Haruka Takeuchi
Client: Meiji China Investment Co.,Ltd.
A' Design Award אין בראָנדז Winner in פּאַקונג Category
- 16,548
- Verified Award Winner
- Verify Award Status for #159694
The Design
About Chilled Milk Carton קאַרטאָן
צו קאָנקורירן אין כינע'ס הויך-סוף מילך מאַרק, האָט אַ איינציקע טעכנאָלאָגיע באַשאַפֿן פּרעמיום מילך וואָס ציל פֿרויען עלטער 30-50, פֿאַרמישנדיק 100 פּראָצענט רוי מילך מיט אַ נוטריענט-אָפּהיטנדיקע קאָנצענטראַציע טעכנאָלאָגיע פֿאַר אַ רייכן טאַם. דער פּראָיעקט רידעפֿינירט מילך פּאַקעדזשינג, קאָמבינירנדיק כידוש און יאַפּאַנעזישע קוואַליטעט מיט אַ לוקסוריעזן טאַם. די פּאַקעדזש'ס פּורפּל סימבאָליזירט איידעלקייט, פֿאַרשטאַרקט דורך ווייס און גאָלד פֿאַר עלעגאַנץ און קוואַליטעט, מאַכנדיק דעם דיזיין באַזונדער געדענקלעך.
The Recognition
About the A' Design Award אין בראָנדז
Chilled Milk Carton קאַרטאָן איז אַ געווינער פֿון דעם A' Design Award אין בראָנדז, אַן העכסט פּרעסטיזשע אָנערקענונג וואָס ווערט געגעבן צו אויסגעצייכנטע דיזײַנס וואָס שטעכן אַרויס מיט קרעאַטיוויטעט, דערפֿינדונג און קלוגשאַפֿט. בראָנדז-געווינער זענען זייער בקיאותדיקע און אויפֿפֿאַלנדיק קרעאַטיווע אַרטיפֿאַקטן וואָס באַשטעטיקן די ברייטע דערפֿאַרונג, פֿאַנטאַזיע און דערפֿינדונג-קראַפֿט פֿון זייערע דיזײַנערס. פֿון Chilled Milk Carton קאַרטאָן ווערט דערוואַרט אַז עס איז אַ הויך געשעצטע, באַוווּנדערטע און ליבע זאַך וואָס איז אויפֿפֿאַלנדיק פּראָפֿעסיאָנעל און אינאָוואַטיוו. דער דאָזיקער געווינענדיקער דיזײַן פֿון A' Design Award אין בראָנדז פֿאַראײניקט די בעסטע פּראַקטיקן אין קונסט, וויסנשאַפֿט, דיזײַן און טעכנאָלאָגיע, און איז אויסגעצייכנט פֿאַר זײַן אויפֿמערקזאַמקייט צו דעטאַלן. Chilled Milk Carton קאַרטאָן באַפֿרידיקט באַדערפֿענישן פּראַכטפֿול, רירט אָן תּאוות, פֿאַרכּישופֿט געפֿילן און רופֿט נײַגעריקייט.
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
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.
