Chilled Milk Carton Kátọ́ọ̀nù by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2024
Chilled Milk Carton Kátọ́ọ̀nù
by Kazuo Fukushima and Haruka Takeuchi
Client: Meiji China Investment Co.,Ltd.
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
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The Design
About Chilled Milk Carton Kátọ́ọ̀nù
Láti jà nínú ọjà wàrà gíga ti Ṣáínà, ìmọ̀-ẹ̀rọ àkànṣe kan ṣẹ̀dá wàrà àgájù tó dojúkọ àwọn obìnrin ọmọ ọdún 30 sí 50, tó ń darapọ̀ wàrà tútù ọgọ́rùn-ún nínú ọgọ́rùn-ún pẹ̀lú ìmọ̀-ẹ̀rọ ìfúnpọ̀ tí ń pa èròjà aṣaralóore mọ́ fún adùn tó lágbára. Iṣẹ́ náà ṣàtúnṣe ìkó wàrà, tó darapọ̀ ìmọ̀tuntun àti ìdárayá Japan pẹ̀lú adùn ọlọ́lá. Àwọ̀ elésè ìkó náà ń jẹ́ àmì ọlá, tí a fi funfun àti wúrà mú dára sí i fún ẹwà àti ìdárayá, èyí tó mú kí àpẹẹrẹ náà jẹ́ aláìgbàgbé pàtàkì.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Chilled Milk Carton Kátọ́ọ̀nù jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Chilled Milk Carton Kátọ́ọ̀nù yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Chilled Milk Carton Kátọ́ọ̀nù ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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
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