Blackandgold Shanghai ᱨᱮᱱᱟᱜ Nongfu Spring Mix ᱫᱩᱫ ᱪᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Nongfu Spring Mix ᱫᱩᱫ ᱪᱟ ᱯᱮᱠᱮᱡᱤᱝ
Blackandgold Shanghai ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Nongfu Spring Co. Ltd.
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#133918 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Nongfu Spring Mix ᱫᱩᱫ ᱪᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Nongfu Spring Mix ᱫᱚ ᱚᱱᱞᱟᱭᱤᱱ ᱫᱚᱠᱟᱱ ᱠᱚ ᱦᱚᱛᱮᱛᱮ ᱟᱠᱷᱲᱟ ᱦᱚᱪᱚ ᱠᱟᱱ ᱫᱩᱫ ᱪᱟ ᱞᱟᱹᱜᱤᱫ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱢᱤᱫ ᱥᱤᱢᱟ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱫᱟᱱ ᱵᱟᱠᱚᱥ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱵᱟᱠᱚᱥ ᱫᱚ ᱪᱤᱱ ᱨᱮᱭᱟᱜ ᱛᱟᱨᱩᱵ ᱥᱮᱨᱢᱟ ᱪᱮᱛᱟᱱ ᱞᱟᱹᱜᱤᱫ ᱟᱨᱟᱜ ᱛᱟᱨᱩᱵ ᱢᱩᱦᱩᱤ ᱞᱮᱠᱟ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾ ᱛᱟᱨᱩᱵ ᱨᱮᱭᱟᱜ ᱢᱮᱫ ᱫᱚ ᱵᱷᱤᱛᱨᱤ ᱯᱮᱠ ᱠᱷᱚᱱ ᱟᱜᱩ ᱟᱠᱟᱱ ᱜᱷᱩᱨᱱᱤ ᱫᱷᱟᱹᱪ ᱛᱮ ᱵᱚᱫᱚᱞ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱥᱟᱹᱨᱤ ᱫᱩᱫ ᱟᱨ ᱪᱟ ᱨᱮᱭᱟᱜ ᱢᱤᱥᱟᱣ ᱠᱚ ᱩᱫᱩᱜᱚᱜ ᱠᱟᱱᱟ ᱾ ᱡᱚᱠᱷᱚᱱ ᱵᱟᱠᱚᱥ ᱫᱚ ᱥᱟᱵ ᱟᱠᱟᱱᱟ, ᱜᱟᱦᱟᱠ ᱨᱮᱭᱟᱜ ᱛᱤ ᱫᱚ ᱛᱟᱨᱩᱵ ᱢᱩᱦᱩᱤ ᱪᱮᱛᱟᱱ ᱨᱮ ᱦᱮᱸᱛᱮᱭᱚᱜᱼᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ ᱢᱤᱫ ᱠᱷᱩᱥᱤ ᱨᱮᱭᱟᱜ ᱢᱮᱥᱟ ᱛᱮᱭᱟᱨ ᱠᱚᱜ ᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱠᱚᱱᱥᱮᱯ ᱫᱚ ᱛᱟᱨᱩᱵ ᱫᱟᱞ ᱨᱮᱭᱟᱜ ᱢᱤᱫ ᱵᱟᱹᱲᱛᱤ ᱵᱟᱲᱟᱭ ᱟᱠᱟᱱ ᱪᱤᱱ ᱜᱤᱫᱽᱨᱟᱹ ᱜᱤᱛ ᱪᱮᱛᱟᱱ ᱨᱮ ᱛᱮᱦᱮᱡ ᱟᱠᱟᱱᱟ ᱾ ᱱᱚᱶᱟ ᱵᱟᱠᱚᱥ ᱫᱚ ᱜᱞᱚᱥ ᱞᱮᱢᱤᱱᱮᱥᱚᱱ ᱥᱟᱸᱣ ᱠᱟᱹᱜᱩᱡ ᱛᱮ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱᱟ ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Nongfu Spring Mix ᱫᱩᱫ ᱪᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Nongfu Spring Mix ᱫᱩᱫ ᱪᱟ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Width 213mm x Depth 141 mm x Height 169mm
- ᱴᱮᱜ ᱠᱚ
- packaging, milk tea, China, e-commerce, tiger, Chinese new year
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- The box is made of paper with gloss lamination
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in Oct, 2021 and the product will be launched in Feb, 2022.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All photos credits to blackandgold Shanghai, 2022.
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