Blackandgold Shanghai 嘅作品 Nongfu Spring Mix 奶茶包裝

由設計師 Blackandgold Shanghai 創作嘅 Nongfu Spring Mix 奶茶包裝係備受推崇嘅 2022 A' Design Award 銀獎得獎作品，獲獎類別為包裝設計。

銀包裝· 2022

Nongfu Spring Mix 奶茶包裝

由 Blackandgold Shanghai

客戶: Nongfu Spring Co. Ltd.

包裝類別嘅 A' Design Award 銀獎得獎者

25,822

經驗證嘅獲獎者

驗證設計 #133918 嘅獲獎狀態

喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Nongfu Spring Mix 奶茶包裝

農夫山泉Mix係一款專為網店銷售嘅奶茶而設計嘅限量禮盒。禮盒設計成紅色老虎面貌，慶祝中國虎年。老虎嘅眼睛用咗內包裝上嘅漩渦圖案取代，寓意真奶同茶嘅混合。當拎起禮盒時，消費者嘅雙手正好放喺老虎面孔上方，營造出得意好玩嘅互動。呢個概念源自一首家喻戶曉、講述打老虎嘅中國童謠。禮盒採用紙質製作，並加上光面覆膜。

榮譽認可

關於A' Design Award 銀獎

Nongfu Spring Mix 奶茶包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Nongfu Spring Mix 奶茶包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Nongfu Spring Mix 奶茶包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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.
尺寸同包裝: Width 213mm x Depth 141 mm x Height 169mm
標籤: packaging, milk tea, China, e-commerce, tiger, Chinese new year
生產技術: The box is made of paper with gloss lamination
設計挑戰: 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.
研究: 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.
靈感: 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.
項目時長: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
操作流程: 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.
團隊成員: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
圖片來源: All photos credits to blackandgold Shanghai, 2022.