Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata na Blackandgold Shanghai

Umushinga Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata wa Blackandgold Shanghai ni uwatsinze igihembo cyubahwa cyane 2022 Igihembo cya A' Design Award cya Ifeza mu Cyiciro cy'Ihiganwa cya Igishushanyo cy'Ipaki.

IfezaIpaki· 2022

Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata

na Blackandgold Shanghai

Umukiriya: Nongfu Spring Co. Ltd.

Uwatsinze Igihembo cya A' Design Award cya Ifeza mu Cyiciro cya Ipaki

25,822

Uwatsinze Igihembo Yemejwe

Emeza Uko Igihembo Gihagaze ku #133918

Reba kuri A' Design Award Itangazo ry'Ikinyamakuru Ikimenyetso cy'Igihembo

Amabara

Imigereranyo

Ibyerekeye Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata

Nongfu Spring Mix ni agasanduku k'impano kadasanzwe kakozwe ku bw'icyayi cy'amata kigurishwa binyuze mu maduka yo kuri interineti. Aka gasanduku gafite ishusho y'isura y'ingwe itukura mu rwego rwo kwibuka Umwaka w'Ingwe w'Abashinwa. Amaso y'ingwe yasimbuwe n'ishusho z'ibizunguruka zafashwe mu ipaki yo mu nda, zerekana ivangwa ry'amata nyayo n'icyayi. Iyo umuntu afashe aka gasanduku, amaboko ye aba ari hejuru y'isura y'ingwe, bigatuma haba imikoranire ishimishije. Iyi ngingo ishingiye ku ndirimbo y'abana izwi cyane y'Abashinwa ivuga ku gukubita ingwe. Aka gasanduku gakozwe mu mpapuro zifite ubwiza bumurika.

Ishimwe

Ibyerekeye Igihembo cya A' Design Award cya Ifeza

Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Nongfu Spring Mix Primary Function: Ipaki y'Icyayi cy'Amata ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

Inyuma y'Imigereranyo

Dosiye y'Itangazamakuru

Amazina y'abagize uruhare, abagize itsinda n'amakuru y'ubuhanga byatanzwe n'umuhanzi.

Ibintu Bidasanzwe: 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.
Ibipimo n'Ipaki: Width 213mm x Depth 141 mm x Height 169mm
Ibibazo Fatizo: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Ikoranabuhanga ryo Guteza Imbere: The box is made of paper with gloss lamination
Ikibazo cy'Ishusho: 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.
Ubushakashatsi: 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.
Ibyatumye Habaho: 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.
Igihe cy'Umushinga: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Uburyo bw'Imikorere: 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.
Abagize Itsinda: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Abafotoye: All photos credits to blackandgold Shanghai, 2022.