Nongfu Spring Mix Involucrum Lactis Theae ab Blackandgold Shanghai

Opus Nongfu Spring Mix Involucrum Lactis Theae a designatore Blackandgold Shanghai est victor maxime honoratus praemii praestigiosissimi 2022 Praemium A' Design Award Argenteum in Categoria Certaminis Designatio Involucri.

ArgentumInvolucrum· 2022

Nongfu Spring Mix Involucrum Lactis Theae

a Blackandgold Shanghai

Cliens: Nongfu Spring Co. Ltd.

Victor praemii Praemium A' Design Award Argenteum in Categoria Involucrum

25,822

Victor Praemii Verificatus

Verifica Statum Praemii pro #133918

Vide apud A' Design Award Communicatum Insigne Praemii

Colores

Designum

De Nongfu Spring Mix Involucrum Lactis Theae

Nongfu Spring Mix est arca donaria limitata pro thea lactea, quae per tabernas interretiales venditur, confecta. Arca in speciem faciei tigris rubrae formata est ad annum Sinensem Tigris celebrandum. Oculi tigris speciebus vorticis ex interiore involucro sumptis substituuntur, quae ad commixtionem veri lactis et theae referuntur. Cum arca tenetur, manus emptoris exacte supra faciem tigris sedent, quod ludicram interactionem creat. Ratio in noto Sinensi carmine puerili de tigre percutienda fundatur. Arca ex charta cum nitida laminatione facta est.

Agnitio

De Praemium A' Design Award Argenteum

Nongfu Spring Mix Involucrum Lactis Theae victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Nongfu Spring Mix Involucrum Lactis Theae opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Nongfu Spring Mix Involucrum Lactis Theae creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.

Post Designum

Fasciculus Nuntii

Merita, sodales gregis et singula technica a designatore praebita.

Proprietates Singulares: 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.
Dimensiones et Involucrum: Width 213mm x Depth 141 mm x Height 169mm
Notulae: packaging, milk tea, China, e-commerce, tiger, Chinese new year
Technologia Productionis: The box is made of paper with gloss lamination
Provocatio Designandi: 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.
Investigatio: 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.
Inspiratio: 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.
Duratio Operis: The project started in Oct, 2021 and the product will be launched in Feb, 2022.
Cursus Operationis: 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.
Membra Turmae: Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
Agnitiones Imaginum: All photos credits to blackandgold Shanghai, 2022.