Chilled Milk Carton 纸盒包装 by Kazuo Fukushima and Haruka Takeuchi

Chilled Milk Carton 纸盒包装 by Kazuo Fukushima and Haruka Takeuchi is a highly esteemed winner of the very prestigious 2024 A' Design Award 铜奖 in 包装设计 Competition Category.

铜包装· 2024

Chilled Milk Carton 纸盒包装

by Kazuo Fukushima and Haruka Takeuchi

Client: Meiji China Investment Co.,Ltd.

A' Design Award 铜奖 Winner in 包装 Category

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Colors

The Design

About Chilled Milk Carton 纸盒包装

为了在中国高端牛奶市场中竞争，一项独特工艺打造的高端牛奶将目标锁定在30至50岁的女性群体，采用100%生牛乳，结合可保留营养成分的浓缩技术，呈现醇厚风味。该项目重新定义了牛奶包装，将创新与日本品质及奢华口感融为一体。包装以紫色象征尊贵，辅以白色与金色彰显优雅与品质，令设计格外令人难忘。

The Recognition

About the A' Design Award 铜奖

Chilled Milk Carton 纸盒包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Chilled Milk Carton 纸盒包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Chilled Milk Carton 纸盒包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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