Nongfu Spring Mix Piena tējas iepakojums — Blackandgold Shanghai

Darbs Nongfu Spring Mix Piena tējas iepakojums, kura autors ir Blackandgold Shanghai, ir augsti novērtēts un ļoti prestižās 2022 Sudraba balva A' Design Award ieguvējs kategorijā Iepakojuma dizains.

SudrabaIepakojums· 2022

Nongfu Spring Mix Piena tējas iepakojums

Autors: Blackandgold Shanghai

Klients: Nongfu Spring Co. Ltd.

Sudraba balva A' Design Award ieguvējs kategorijā Iepakojums

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Dizains

Par Nongfu Spring Mix Piena tējas iepakojums

Nongfu Spring Mix ir limitēta dāvanu kastīte, kas radīta piena tējai, kuru pārdod tiešsaistes veikalos. Kastīte veidota kā sarkana tīģera seja, lai atzīmētu Ķīnas Tīģera gadu. Tīģera acis ir aizstātas ar virpuļveida formām, kas ņemtas no iekšējā iepakojuma un norāda uz īsta piena un tējas sajaukšanos. Kad kastīti tur rokās, patērētāja rokas atrodas tieši virs tīģera sejas, kas rada rotaļīgu mijiedarbību. Koncepts balstīts uz labi zināmu ķīniešu bērnu dziesmiņu par tīģera pieveikšanu. Kastīte izgatavota no papīra ar glancētu laminējumu.

Atzinība

Par Sudraba balva A' Design Award

Nongfu Spring Mix Piena tējas iepakojums ir Sudraba balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir augstākās klases, krāšņiem un iespaidīgiem dizainiem. Sudraba ieguvēji ir ārkārtīgi spožas un ļoti radošas izpausmes, kas parāda to dizaineru izcilo kompetenci, talantu un asredzību. Sagaidāms, ka Nongfu Spring Mix Piena tējas iepakojums būs lielisks, paraugdarbs, ļoti profesionāls un dziļi inovatīvs. Šis ar Sudraba balvu apbalvotais dizains ir ievērojams, apbrīnots izgudrojums, kas palīdz paplašināt mākslas, zinātnes, dizaina un tehnoloģiju robežas. Nongfu Spring Mix Piena tējas iepakojums ir radījums, kam daudzi apskauž, kas modina vēlmes, rada pozitīvas izjūtas un raisa izbrīnu un apbrīnu.

Aiz dizaina

Preses materiāli

Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: 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.
Izmēri un iepakojums: Width 213mm x Depth 141 mm x Height 169mm
Birkas: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Ražošanas tehnoloģija: The box is made of paper with gloss lamination
Dizaina izaicinājums: 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.
Pētījums: 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.
Iedvesma: 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.
Projekta ilgums: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Darbības plūsma: 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.
Komandas dalībnieki: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Attēlu autori: All photos credits to blackandgold Shanghai, 2022.