Nongfu Spring Mix Primary Function: Pakete ng Milk Tea ni Blackandgold Shanghai

Ang disenyo na Nongfu Spring Mix Primary Function: Pakete ng Milk Tea ni Blackandgold Shanghai ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2022 A' Design Award na Pilak sa Kategoryang Paligsahan na Disenyo ng Pakete.

PilakPakete· 2022

Nongfu Spring Mix Primary Function: Pakete ng Milk Tea

ni Blackandgold Shanghai

Kliyente: Nongfu Spring Co. Ltd.

Nagwagi ng A' Design Award na Pilak sa Kategoryang Pakete

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Ang Disenyo

Tungkol sa Nongfu Spring Mix Primary Function: Pakete ng Milk Tea

Nongfu Spring Mix ay isang limitadong gift box na ginawa para sa milk tea na ibinebenta sa pamamagitan ng mga online na tindahan. Ang kahon ay hugis ng pulang mukha ng tigre upang ipagdiwang ang Chinese Year of the Tiger. Ang mga mata ng tigre ay pinalitan ng mga hugis-ipoipo na kinuha mula sa loob na pakete, na tumutukoy sa paghahalo ng tunay na gatas at tsaa. Kapag hawak ang kahon, ang mga kamay ng mamimili ay nakalagay mismo sa itaas ng mukha ng tigre, na lumilikha ng isang mapaglarong interaksyon. Ang konsepto ay batay sa isang kilalang Tsinong tugma pambata tungkol sa pagbugbog sa isang tigre. Ang kahon ay gawa sa papel na may gloss lamination.

Ang Pagkilala

Tungkol sa A' Design Award na Pilak

Ang Nongfu Spring Mix Primary Function: Pakete ng Milk Tea ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang Nongfu Spring Mix Primary Function: Pakete ng Milk Tea ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Nongfu Spring Mix Primary Function: Pakete ng Milk Tea ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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.
Mga Sukat at Packaging: Width 213mm x Depth 141 mm x Height 169mm
Mga Tag: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Teknolohiya sa Produksyon: The box is made of paper with gloss lamination
Hamon sa Disenyo: 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.
Pananaliksik: 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.
Inspirasyon: 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.
Tagal ng Proyekto: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Daloy ng Operasyon: 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.
Mga Miyembro ng Koponan: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Mga Credit ng Larawan: All photos credits to blackandgold Shanghai, 2022.