Nongfu Spring Mix 奶茶包装 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 银奖 in 包装设计 Competition Category.
银包装· 2022
Nongfu Spring Mix 奶茶包装
Client: Nongfu Spring Co. Ltd.
A' Design Award 银奖 Winner in 包装 Category
Verified Award Winner
Verify Award Status for #133918The Design
About Nongfu Spring Mix 奶茶包装
农夫山泉Mix是为线上渠道销售的奶茶打造的限量礼盒。礼盒外形塑造成红色虎面造型，呼应中国农历虎年。老虎的双眼由取自内包装的漩涡图形替代，寓意真实牛奶与茶的交融。当消费者手持礼盒时，双手恰好落在虎脸上方，形成充满趣味的互动体验。该创意灵感源自中国家喻户晓的童谣《打老虎》。礼盒采用纸质材料，表面覆亮膜工艺。
The Recognition
About the A' Design Award 银奖
Nongfu Spring Mix 奶茶包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Nongfu Spring Mix 奶茶包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Nongfu Spring Mix 奶茶包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。
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.
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