Nongfu Spring Mix Àkójọ Ìdìpọ̀ Tíì-Wàrà láti ọwọ́ Blackandgold Shanghai jẹ́ aṣẹ́gun olókìkí púpọ̀ ti 2022 Àmì-ẹ̀yẹ Fàdákà A' Design Award nínú Ẹ̀ka Ìdíje Àpẹẹrẹ Ìdìpò.
FàdákàÌdìpò· 2022
Nongfu Spring Mix Àkójọ Ìdìpọ̀ Tíì-Wàrà
látọ̀wọ́ Blackandgold Shanghai
Oníbàárà: Nongfu Spring Co. Ltd.
Aṣẹ́gun Àmì-ẹ̀yẹ Fàdákà A' Design Award nínú Ẹ̀ka Ìdìpò
Aṣẹ́gun Àmì Ẹ̀yẹ Tí a Jẹ́rìísí
Jẹ́rìísí Ipò Àmì Ẹ̀yẹ fún #133918Àpẹrẹ Náà
Nípa Nongfu Spring Mix Àkójọ Ìdìpọ̀ Tíì-Wàrà
Nongfu Spring Mix jẹ́ àpótí ẹ̀bùn tí a ṣe ní ìwọ̀nba fún tíì-wàrà tí a ń tà nípasẹ̀ àwọn ilé-ìtajà orí-ayélujára. A ṣe àpótí náà ní ìrí ojú ẹkùn pupa láti ṣàmì sí Ọdún Ẹkùn ti orílẹ̀-èdè Ṣáínà. A fi ìrí ìyí tí a mú láti inú ìdìpọ̀ inú rọ́pò ojú ẹkùn náà, èyí tí ó ń tọ́ka sí ìdàpọ̀ wàrà tòótọ́ àti tíì. Nígbà tí a bá gbé àpótí náà mú, ọwọ́ olùra yóò dúró gan-an lókè ojú ẹkùn náà, èyí tí ó ń dá ìbáṣepọ̀ eré-ìdárayá sílẹ̀. Èròngbà náà dá lórí orin ọmọdé Ṣáínà tí ó gbajúmọ̀ nípa lílu ẹkùn. A fi bébà ṣe àpótí náà pẹ̀lú ìdìpọ̀ dídán.
Ìdánimọ̀ Náà
Nípa Àmì-ẹ̀yẹ Fàdákà A' Design Award
Nongfu Spring Mix Àkójọ Ìdìpọ̀ Tíì-Wàrà jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé Nongfu Spring Mix Àkójọ Ìdìpọ̀ Tíì-Wàrà yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Nongfu Spring Mix Àkójọ Ìdìpọ̀ Tíì-Wàrà jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
Lẹ́yìn Àpẹrẹ Náà
Àkójọ Ìròyìn
Àwọn ẹ̀tọ́, àwọn ọmọ ẹgbẹ́ àti àlàyé ìmọ̀ ẹ̀rọ tí olùṣàpẹrẹ pèsè.
- Àwọn Ohun Àkànṣe
- 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.
- Ìwọ̀n àti Àpò
- Width 213mm x Depth 141 mm x Height 169mm
- Àwọn Àkọlé
- packaging, milk tea, China, e-commerce, tiger, Chinese new year
- Ìmọ̀-ẹ̀rọ Ìṣelọ́pọ̀
- The box is made of paper with gloss lamination
- Ìpèníjà Àpèsè
- 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.
- Ìwádìí
- 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.
- Ìmísí
- 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.
- Àkókò Iṣẹ́ Àkànṣe
- The project started in Oct, 2021 and the product will be launched in Feb, 2022.
- Ìlànà Ìṣiṣẹ́
- 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.
- Àwọn Ọmọ Ẹgbẹ́
- Creative Director: Yang LI
Designer: Jinpei ZHENG
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG - Ìfọwọ́sí Àwòrán
- All photos credits to blackandgold Shanghai, 2022.
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