Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī nā Blackandgold Shanghai

Ko te hoahoa Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī nā Blackandgold Shanghai he kaitoa whakahirahira o te 2022 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Takai.

HiriwaTakai· 2022

Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī

nā Blackandgold Shanghai

Kiritaki: Nongfu Spring Co. Ltd.

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Takai

25,822

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #133918

Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī

Nongfu Spring Mix he pouaka koha whakawhāiti i hangaia mō te miraka tī e hokona ana mā ngā toa ipurangi. Kua hangaia te pouaka hei kanohi taika whero hei tohu i te Tau Taika a Haina. Kua whakakapia ngā kanohi o te taika ki ngā āhua huri i tangohia mai i te kōpaki o roto, e tohu ana i te whakaranu o te miraka pono me te tī. Ka mau ana te pouaka, ka noho ngā ringa o te kaihoko i runga tonu i te kanohi taika, ka puta he taunekeneke rekareka. Ko te ariā i takea mai i tētahi waiata tamariki rongonui a Haina mō te patu taika. He pepa te pouaka me te whakapiri kanapa.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Nongfu Spring Mix Primary Function: Te Whakapaipai i te Miraka Tī he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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.
Inenga & Pēketanga: Width 213mm x Depth 141 mm x Height 169mm
Tūtohu: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Hangarau Whakanao: The box is made of paper with gloss lamination
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Rerenga Mahi: 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.
Ngā Mema o te Rōpū: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Whakamana Whakaahua: All photos credits to blackandgold Shanghai, 2022.