Ko te hoahoa Miok Te Tāpaki Pia Miraka nā Iris Fan he kaitoa whakahirahira o te 2024 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Takai.

HiriwaTakai· 2024

Miok Te Tāpaki Pia Miraka

nā Iris Fan

Kiritaki: Miok

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

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Kaitoa Tohu Manatokohia

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Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Miok Te Tāpaki Pia Miraka

He hoahoa tāpaki a Miok mō tētahi pia miraka e hokona ana i roto i ngā kēne. Ka whakakotahi te inu i te miraka reka me te kawa ki ngā mirumiru pia, ā, kei roto hoki ngā tipuora me te taumata waipiro iti. Ko te ariā hoahoa ko te whakaranu. Huri noa i ngā reta Miok e tāwhaowhao ana, ka hono ngā āhua wē e rua hei āhua hou. He māia, he hihiri, he harikoa te reo ataata. Ko te moko te huānga matua i runga i te kēne, nō reira he māmā te kite i te waitohu i te mākete. Ka mau ia kēne i te 375 miririta. Kei roto i te pūnaha tāpaki ngā pouaka koha, ngā pouaka tuku, me ngā pouaka kawe mō te hoko ā-ipurangi me te hoko ā-toa.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Miok Te Tāpaki Pia Miraka 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 Miok Te Tāpaki Pia Miraka 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 Miok Te Tāpaki Pia Miraka 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: Miok is a milk beer brand that started in Hangzhou, China, in 2021. It explores the fun of mixing milk and beer, which creates this new combination of sweet and sour milk with tasty beer bubbles. It has abundant probiotics, but low alcohol. As a new kind of beverage brand, Miok wants to be adventurous, creative, and joyful.
Inenga & Pēketanga: 375mL per can
Tūtohu: Mixing, Milk Beer, Packaging, Can, Miok
Hangarau Whakanao: The concept of Miok's brand identity is "Mixing". Around the floating Miok letters, two liquid shapes are mixing into a new shape. The visual means to be bold, dynamic, and joyful to represent the beverage’s unique characteristics. The logo is the main visual element on product packaging, to make this new brand eye-catching and memorable in the market.

Consumers can buy Miok both online and in-store, so the packaging system included gift boxes, shipping box and portable boxes for different usages. The campaign design also included online store design and offline activity design.
Wero Hoahoa: One problem is how to print the vibrant colors on the can as bright as possible. We took a lot of time to communicate with the can factory to make sure the printing is perfect.
Rangahau: The research includes the market and target user research, and competitors' products analyzing. The research result combined both marketing strategy and visual design direction. The goal is to create a design concept that is unique, recognizable and representing the product's spirit.
Whakaaweawe: The packaging design is inspired by the product's creative spirit. As an innovative beverage, Miok is mixing two very different liquids, milk and beer. Therefor the brand and packaging design took the concept of "Mixing" and expressed in a visual language.
Roanga o te Kaupapa: The project started in May 2021 in Hang Zhou, China, and finished in March 2022
Rerenga Mahi: The project was created from the branding strategy stage, to visual design and product's production. The original flavor of Miok was selling very well on the market, and we created the new lemon flavor Miok later.
Pātene: Copyrights belong to IBEA, 2021
Ngā Mema o te Rōpū: Iris Fan
Whakamana Whakaahua: Chinese Logotype Design / Guohao Yuan
Photography & Video / Hejun Zhang
Packaging Execution / Fan Fan
Motion Graphic Editing / Wenhui Gao