Satine Jersey 牛奶包装 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 铁奖 in 包装设计 Competition Category.
铁包装· 2022
Satine Jersey 牛奶包装
Client: Yili Group
A' Design Award 铁奖 Winner in 包装 Category
Verified Award Winner
Verify Award Status for #134131The Design
About Satine Jersey 牛奶包装
Satine Jersey 是为一款高端泽西牛奶产品设计的包装。设计采用装饰艺术（Art Deco）风格，以表现奢华质感并呼应牛奶的产地来源。背景以缎绿色（Satine green）满铺，标识则以金色处理。金色线条插画描绘了英国的田园风光与一座泽西奶牛牧场，并以伦敦眼作为画面边框。产品名称置于欧式火漆封印图形之中，以传递英伦传统的意象。内包装采用铝箔材质，外盒则选用炫彩镭射银卡纸。
The Recognition
About the A' Design Award 铁奖
Satine Jersey 牛奶包装是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Satine Jersey 牛奶包装将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Satine Jersey 牛奶包装因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Satine launches its first ever Jersey milk to enhance its image as leading premium milk brand in China. Satine imports Jersey cattle from Jersey and brings them up in Inner Mongolia in order to produce the most premium milk on the market. To highlight its origin and premium feature, the packaging conveys the British style and Jersey dairy farm in an artistic way to justify its premium price.
- Dimensions & Packaging
- Inner pack: Width 346mm x Depth 104mm x Height 121mm
Box: Width 45mm x Depth 45mm x Height 218mm - Tags
- Packaging, milk, premium, China, Jersey
- Production Technology
- Inner pack: Aluminium foil without white ink
Box: Iridescent silver paper - Design Challenge
- Jersey cattle is the USP of the product, and it is essential to convey this message. Chinese consumers barely know about the landscape of Jersey, but it is possible to educate them that Jersey is British Crown Dependency. So we decide to put British elements on packaging to create the British feel and suggest the origin.
- Research
- In terms of pure milk category, most of the brands are using the traditional elements such as cow, farm and milk splash in a common method. However, Satine Jersey Milk is a high-end pure milk and its origin is Jersey, so how to help consumers to realize its premiumness and unique selling point compared with other milk? Within the category, cow and farm are often treated realistically. Therefore, we use artistic way to create the differentiation, and we find out the exquisite art style art deco is the best match.
- Inspiration
- The packaging is inspired by Art Deco which represents luxury and glamour. It matches Jersey milk's luxurious image. The background color is covered in Satine Green. Its logo is treated in gold. The illustration demonstrates British landscape and Jersey dairy farm in golden line to communicate its origin in a premium way. The product name is framed in sealing wax to reflect its British tradition. Its nutrition value is presented as well.
- Project Duration
- The project started in February, 2020 and the product is launched in April, 2020.
- Operation Flow
- The box is framed by The London Eye in Art Deco style. Within the frame, it mixes the tourist attraction of the Great Britain. and the environment of Jersey dairy farm. The illustration is covered by a tradition European sealing wax that seals the British style into the product.
- Team Members
- Creative Director: Yang LI
Designer: Xuying ZHANG
Designer: Yu KANG
Illustrator: Nicolas DAMIENS
3D rendering: Jianhui CHEN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - Image Credits
- All photos credits to blackandgold Shanghai, 2022.
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