Chilled Milk 纸箱 by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk 纸箱 by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2023 A' Design Award 铁奖 in 包装设计 Competition Category.

铁包装· 2023

Chilled Milk 纸箱

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award 铁奖 Winner in 包装 Category

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Verified Award Winner

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Colors

The Design

About Chilled Milk 纸箱

美味的新鲜牛奶只有在良好环境下饲养的奶牛才能提供。奶牛可以自由获取含有均衡营养的混合日粮。灵感就是这款产品的优质奶牛。金色印刷体现了高品质，手绘插图表达了大自然的美味。另外，牛嘴里的草也表达了良好的饲养环境。金牛标志是该产品的标志。而且适合中国市场。

The Recognition

About the A' Design Award 铁奖

Chilled Milk 纸箱是 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Chilled Milk 纸箱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。Chilled Milk 纸箱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: Meiji Investment select the world high level farm and raw milk strictly. Dairy cows are comfortably raised in free range cowsheds. In order to prevent the cows from summer heat, heatstroke prevention measures such as electric fans are implemented. Cows are free to access to mixed rations contain well balanced nutrients. So, they can provide reliable, safe and high quality fresh milk. This is a project to express these carefully raised dairy cows in the design. And it is suitable for the Chinese market situation.
Dimensions & Packaging: 950ml: Width 70mm x Depth 70mm x Height 232mm
450ml: Width 70mm x Depth 70mm x Height 140mm
200ml: Width 70mm x Depth 70mm x Height 87mm
Carton material: recyclable paper
Cap material: recyclable plastic
Tags: China, Chilled Milk, Logo, Japan, Cow, Low fat, Fat free, Milk crown
Production Technology: Method of pouring milk to the cap type. It has been improved to be fresher, cleaner and easier to pour.
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.
Design Challenge: The creative challenge is that consumers could intuitively understand as fresh milk. And designed for a tasty and high quality. Iconized milk crown to express good taste. An original logo is created to express high grade. In addition, three types of taste are classified in three colors for easy understanding. This is a design format that can correspond to 3 sizes and 3 tastes.
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 high quality cows. Tasty fresh milk can only be provided by cows raised in good breeding environment, so this design focused on that cows. The high quality is expressed in gold color printing, and the hand drawn illustrations express the tasty of nature. In addition, the grass in the mouth of the cow expresses the good breeding environment. The gold cow mark is placed in the center of the carton, making it stand out on the sales floor. This mark is a symbol of this product.
Project Duration: The project started in January 2022 in Shanghai and finished in August 2022, and sales started in China in October 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. 2022.
Team Members: Creative Director: Kazuo Fukushima
Graphic Designer: Haruka Takeuchi
Illustrator: Mai Senoo
Account Director: Xu Xuehua
Image Credits: Photographer: Zhu Jie