Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach per Blackandgold Shanghai

Lo dissènh Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach per Blackandgold Shanghai es un laureat autfo estimfo del prestigfo 2022 A' Design Award d'Argent dins la Categoria de Competfo Dissènh d'Embalatge.

ArgentEmbalatge· 2022

Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach

per Blackandgold Shanghai

Client : Nongfu Spring Co. Ltd.

Laureat del A' Design Award d'Argent dins la Categoria Embalatge

25,822

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Lo Concèpte

A prepaus de Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach

Tèxte : Nongfu Spring Mix es una bóstia-cadèu en edicion limitada creada per de tè al lach vendut dins de botigas en linha. La bóstia a la forma d'una cara de tigre roge per marcar l'Annada Chinesa del Tigre. Los uèlhs del tigre son remplaçats per de formas en revolum represas de l'embalatge intèrne, que fan referéncia a la mescla de vertadièr lach e de tè. Quand òm ten la bóstia, las mans del consomaire se plaçan just en dessús de la cara del tigre, çò que crèa una interaccion joiosa. Lo concèpte se basa sus una cançoneta chinesa plan coneguda a prepaus de batre un tigre. La bóstia es facha de papièr amb un laminatge brilhant.

La Reconoissença

A prepaus del A' Design Award d'Argent

Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach a ganhat la distincion A' Design Award d'Argent, una reconeissença extraordinàriament prestigiosa acordada a de designs d'ort de gamma, esplendids e impressionants. Los ganhaires de l'Argent son d'òbras terriblament brilhantas e extrèmament creativas que illustran l'experiéncia, lo talent e la finessa excepcionals de lors designers. S'espèra que Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach siá una òbra meravilhosa e de referéncia, notablament professionala e prigondament innovanta. Aqueste design ganhaire de la distincion A' Design Award d'Argent es una invencion fòrça notabla e admirada, que fa un ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Nongfu Spring Mix Fonccion primària : Empaquetatge de tè al lach es una creacion immensament envejada que desrevelha de desirs, aduch de sentiments positius e fa néisser l'estonament e l'esmaiment.

Darrièr lo concèpte

Kit de premsa

Crèdits, membres de l'equipa e detalhs tecnics fornits pel designer.

Proprietats Unicas: 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.
Dimensions e Embalatge: Width 213mm x Depth 141 mm x Height 169mm
Etiquetas: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Tecnologia de Produccion: The box is made of paper with gloss lamination
Desaffo de Dissènh: 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.
Recèrca: 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.
Inspiracion: 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.
Durada del Projècte: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Flux Operacional: 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.
Membres de l'Equipa: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Crèdits d'Imatges: All photos credits to blackandgold Shanghai, 2022.