Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora Blackandgold Shanghai omba'apóva

Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora Blackandgold Shanghai omba'apóva ha'e rembiporuarã oñemba'eguaséva 2022 A' Design Award Pláta pegua Mba'eñongatuha Jejapo Ñeha'ã Categoría-pe.

PlátaMba'eñongatuha· 2022

Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora

Blackandgold Shanghai -gua

Mba'eporuhára: Nongfu Spring Co. Ltd.

A' Design Award Pláta Rembiporuarã Mba'eñongatuha Categoría-pe

25,822

Premio Rembiporuarã Oñemoneĩva

Emoneĩ Premio Reko #133918 Peg̃ua

Ehecha A' Design Award-pe Marandu Myasãi Mba'ete Jeguerohory

Sa'y

Diseño

Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora Rehegua

Nongfu Spring Mix ha'e peteĩ mba'e me'ẽ jekuaáva ojejapóva kamby ka'aýpe ojevendéva umi tienda online rupive. Pe koty oñemoĩ hague chugui peteĩ jaguarete rova pytã oñemomaranduhaguã Chino Áño Jaguarete rehe. Pe jaguarete resa oñemyengovia umi ta'anga jere oñenohẽva pe pak ryepýgui, ohechaukáva pe kamby añete ha ka'ay ñembojehe'a. Ojejopy vove pe koty, umi jehepumeguáva po opyta pe jaguarete rova ári voi, ha upéva omomba'apo peteĩ ñembosarái. Ko concepto oñemopyenda peteĩ purahéi jekuaáva chino mitã purahéi rehe jaguarete ñenupã rehegua. Pe koty ojejapo kuatiágui gloss lamination ndive.

Jeguerohory

A' Design Award Pláta Rehegua

Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora ohupyty A' Design Award Pláta, peteĩ ñehechakuaa extraordinariamente prestigioso oñeme'ẽva diseño de primera línea, hechapyrãva ha impresionante-pe. Umi ganador Pláta ha'e tembiapo brillante ha heta creativo ohechaukáva expertise, talento ha agudeza sobresaliente umi diseñador-pe. Oñeha'ãrõ Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora ha'eha peteĩ tembiapo maravilloso, ejemplar, profesional ha innovador pypukuvéva. Ko diseño ohupytýva A' Design Award Pláta ha'e invento ojehechakuaáva ha ojehayhúva ohepyme'ẽva ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Nongfu Spring Mix Primary Function: Kamby Ka'ay Ñemongora ha'e creación heta ojeenvidiáva omokyre'ỹva ipotapy, ome'ẽva sentimiento positivo ha omoheñóiva maravilla ha sorpresa.

Diseño Rapykuéri

Marandu Aty

Diseñador ome'ẽva'ekue crédito, aty pegua ha mba'e técnico.

Mba'e Iñambuéva: 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.
Tuichakue ha Ñemyenyhẽ: Width 213mm x Depth 141 mm x Height 169mm
Ñe'ẽ Rape: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Ñeapopy Tecnología: The box is made of paper with gloss lamination
Diseño Jepy'apy: 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.
Ñesẽheka: 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.
Inspiración: 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.
Proyecto Ára Tuichakue: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Mba'apo Rape: 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.
Aty Rembiguái: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Ta'ãnga Mba'eñemoneĩ: All photos credits to blackandgold Shanghai, 2022.