Nongfu Spring Mix Afifi o le Susu Lauti e Blackandgold Shanghai

O le mamanu Nongfu Spring Mix Afifi o le Susu Lauti e Blackandgold Shanghai o se manumalo maualuga tele o le fa'ailoga mamalu 2022 A' Design Award Ario i le Vaega Tauva Mamanu Afifi.

ArioAfifi· 2022

Nongfu Spring Mix Afifi o le Susu Lauti

na mamanuina e Blackandgold Shanghai

Tagata Fa'atau: Nongfu Spring Co. Ltd.

Manumalo o le A' Design Award Ario i le Vaega Afifi

25,822

Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #133918

Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Nongfu Spring Mix Afifi o le Susu Lauti

O le Nongfu Spring Mix o se pusa meaalofa faatapulaa na faia mo le susu lauti e faatau atu i faleoloa i luga o le initaneti. Ua faavaa le pusa e pei o foliga o se taika mumu e faailoga ai le Tausaga Saina o le Taika. O mata o le taika ua sui i foliga milomilo mai le afifi i totonu, lea e faasino i le faafefiloi o le susu moni ma le lauti. Pe a uumia le pusa, o lima o le tagata faatau e nofo tonu i luga o foliga o le taika, lea e faatupu ai se fegalegaleaiga malie. O le manatu autu e faavae i luga o se pese a tamaiti Saina lauiloa e uiga i le sasa o se taika. O le pusa e faia i pepa faatasi ma le lamination iila.

Le Fa'ailogaina

E Uiga i le A' Design Award Ario

O le A' Design Award Ario na manumalo ai Nongfu Spring Mix Afifi o le Susu Lauti, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Nongfu Spring Mix Afifi o le Susu Lauti e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Nongfu Spring Mix Afifi o le Susu Lauti o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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.
Fua & Fa'apipi'i: Width 213mm x Depth 141 mm x Height 169mm
Fa'ailoga: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Tekonolosi Gaosiga: The box is made of paper with gloss lamination
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Fa'agasologa o Galuega: 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.
Sui o le 'Au: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Fa'aaloaloga o Ata: All photos credits to blackandgold Shanghai, 2022.