设计师 Mengniu Gaoke Fresh Dairy Products 的作品 Cny Design For The Year Of The Snake 牛奶包装 荣获了极具声望的 2025 A' Design Award 银奖，竞赛类别为包装设计。
银包装· 2025
Cny Design For The Year Of The Snake 牛奶包装
设计师： Mengniu Gaoke Fresh Dairy Products
客户: Mengniu Gaoke Fresh Dairy Products
包装类别A' Design Award 银奖获奖者
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关于 Cny Design For The Year Of The Snake 牛奶包装
《蛇年新春设计》是为中国农历蛇年打造的限量版牛奶包装标签。标签采用双层透明BOPP材质,表层呈现象征吉祥好运的几何蛇形图案。红色三角形边角处设有凸起翘边,可轻松揭起表层,揭示隐藏其中的祝福语,主题涵盖爱情、财富、事业与考试等。这一"揭开"的动作,让饮用鲜奶成为一场小小的仪式。局部烫金工艺则为整体设计增添了视觉层次与质感。
荣誉认可
关于A' Design Award 银奖
Cny Design For The Year Of The Snake 牛奶包装是 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Cny Design For The Year Of The Snake 牛奶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。Cny Design For The Year Of The Snake 牛奶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。
设计幕后
媒体资料包
由设计师提供的致谢、团队成员及技术详情。
- 独特属性
- The limited edition packaging features an innovative interactive element peeling off the label. The top layer of the label exhibits a snake pattern symbolizing good luck, which can be lifted to uncover six hidden blessings on the lower layer including love, wealth, career, and exams. The act of peeling off the label delivers a sense of ritualistic excitement for consumers, just like drawing lots, enhancing the interactive appeal and emotional significance of the packaging.
- 尺寸与包装
- 1L: 90 x 248 ，
720ML: 80 x 227 ，
250ML: 52 x 136 - 标签
- Year of the snake, Zodiac, Milk, Packaging,Good luck
- 生产技术
- The packaging design for the Year of the Snake utilizes a double layered transparent BOPP material. Synchronized printing process is operated to guarantee accurate pattern alignment. Localized hot stamping technology is employed to elevate the visual hierarchy and impart a sense of luxury. Following the printing process, the two layers are accurately laminated and die-cut, resulting in a complete and refined label design that is aesthetically engaging and durable.
- 设计挑战
- Making double layer labels presented the most significant challenge. Managing the thickness of the labels proved to be a complex issue. Since the product must be refrigerated, condensation may lead to slippage of the bottle, resulting in recurring issues such as air bubbles and inadequate adhesion. The team consistently refined choices regarding materials, bonding techniques, and labeling technologies to guarantee the stability and visual appeal of the final labels in a refrigerated condition.
- 研究
- In the initial stage of design, we gathered data regarding the social and economic downturn, analyzed consumer psychology, and discovered that consumers often seek comfort in symbols of good fortune, but harbor a fear of snakes. Consequently, we simplified and stylized the snake in our design, integrating the element of good luck and retaining the brand identity. Following the completion of the package design, the market research was conducted to gauge public opinion.
- 灵感
- In 2025, which marks the Year of the Snake in the Chinese calendar, the company recognizes the need for positive emotional energy among consumers amid global economic challenges. The packaging design was inspired from the Chinese Zodiac snake, integrating the traditional snake motif with contemporary visual language through geometric reinterpretation. It incorporates elements that symbolize good fortune, establishing a visual system that fosters cultural recognition.
- 项目周期
- The project commenced in August 2024 in Shanghai, China, with an expected completion date in November 2025 at the same venue. The product is set to be launched in online and physical stores on 1 December 2024, targeting at supermarkets and online platforms in major cities throughout China, with sales extending until 15 February 2025.
- 操作流程
- The upper right section of the front label features a prominent triangular red indicator corner label, which acts as a navigational element for users. The inclusion of a raised edge at this corner allows consumers to effortlessly peel back the upper label with a simple snap. This design not only improves the intuitiveness and ease of the user experience but also provides a visual cue that inspires the consumer curiosity and encourages interaction.
- 团队成员
- Design Director: Li Huang
Designer:Shen Jia Ting - 图片版权
- Mengniu Gaoke Fresh Dairy Products
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