Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu naébbu Blackandgold Shanghai

Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu naébbu Blackandgold Shanghai iyanaritu pammènangngé iya temmaka riéloinna ri 2022 A' Design Award Salaka ri Katégori Kompétisi Desain Kemasan.

SalakaKemasan· 2022

Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu

ᨑᨗ Blackandgold Shanghai

ᨀᨒᨗᨕᨙ: Nongfu Spring Co. Ltd.

Pammènangngé A' Design Award Salaka ri Katégori Kemasan

25,822

Pammènangngé Anugérah Naparessoi

Paressoi Status Anugérah untu #133918

ᨈᨗᨈ ᨑᨗ A' Design Award ᨔᨗᨕᨑ ᨄᨙᨑᨙ ᨅᨙᨍᨗ ᨄᨂᨑᨁ

ᨓᨑᨊ

ᨉᨙᨔᨕᨗᨊᨙ

ᨄᨙᨑᨗᨖᨒ Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu

Nongfu Spring Mix iyanaritu kotak hadiah terbatas iya ripancaji untu' teh susu iya ripabbaluk lalenna toko online. Iyaro kotak-e ripancaji sibawa rupa macang cella' untu' matteppu Taung Macang ri Cina. Mata macang-e risullei sibawa bentu' malimpu iya rialae polé ri paccorina, iya makkeda-eng-ngi campuranna susu tongeng sibawa teh. Wettunna iyaro kotak-e riakkatennireng, limanna pattujue engka ri yasé'na rupa macang-e, iya pancaji-eng-ngi interaksi mannennungeng. Konsépé riakkena polé ri elong ana'-ana' Cina iya tenna riisseng passalenna maggencang macang. Iyaro kotak-e ripancaji polé ri kertas sibawa laminasi macilla'.

ᨄᨂᨑᨁᨙ

ᨄᨙᨑᨗᨖᨒ A' Design Award Salaka

Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu iyanaritu pakoro A' Design Award Salaka, pakalebbi iya malompo tongeng iya ripabbere ri desain tingkak pole, cantik sibawa mappakita. Pakoro Salaka iyanaritu karya iya macennning tongeng sibawa kreatif iya mappakita keahlian, bakat sibawa ketajaman pikkiran tau mabbuat. Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu ripakkirangngi mancaji karya iya magello, mancaji pakkitaang, profesional sibawa inovatif iya dalleng. Desain pakoro A' Design Award Salaka iyae iyanaritu penemuan iya lebbi riissengngi sibawa ripuji, iya pawangekeng sibawa mappalaong wates seni, sains, desain sibawa teknologi. Nongfu Spring Mix Primary Function: Pabbukkusu' Teh Susu iyanaritu ciptaan iya riennengi tau maega, iya mappabbura keinginan, mappabbere perasaan makessing sibawa mappabbentuk ketakjuban.

ᨑᨗ ᨆᨘᨋᨗᨊᨙ ᨉᨙᨔᨕᨗ

ᨀᨗ ᨄᨙᨑᨙ

ᨀᨑᨙᨉᨗ, ᨕᨂᨚᨈ ᨈᨗᨆ ᨔᨗᨅᨓ ᨑᨗᨏᨗ ᨈᨙᨀᨊᨗ ᨊᨄᨓᨙᨑᨙ ᨑᨗ ᨉᨙᨔᨕᨗᨊᨑᨙ.

Sipa Khas: 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.
Ukurang & Kemasang: Width 213mm x Depth 141 mm x Height 169mm
Tag: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Téknologi Produksi: The box is made of paper with gloss lamination
Tantangeng Désain: 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.
Panélitiang: 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.
Inspirasi: 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.
Wettu Proyék: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Alur Opérasi: 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.
Anggota Tim: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Krédit Gambar: All photos credits to blackandgold Shanghai, 2022.