Chilled Milk Carton Carton by Kazuo Fukushima and Haruka Takeuchi |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Chilled Milk Carton PRIMARY FUNCTION: Carton INSPIRATION: Inspired by the tradition and high quality of purple, a color traditionally associated with nobility in Japan and China, the design evokes an intuitive sense of elegance in Asians. The deep purple accentuates the richness of the milk, while a bold white ribbon symbolizes its essence. A crown at the top, formed from drops of rich milk, represents supremacy and the high quality of the Japanese brand. The combination of purple, white, and gold ensures a memorable design that stands out significantly. UNIQUE PROPERTIES / PROJECT DESCRIPTION: In response to the competitive, high-end milk market in China, a premium product has been developed using unique technology. Targeting women aged 30 to 50, this milk is made from 100% raw milk and enriched with proprietary concentration technology, preserving nutrients while offering a rich taste. The project aims to establish a new standard in milk packaging, merging innovation, tradition, and the trusted quality of a Japanese brand with a luxurious, flavorful experience. OPERATION / FLOW / INTERACTION: First, analyze the market and understand the current situation Next, perform target analysis to verify what kind of design consumers want. Third, brand analysis, analyze how it has advantages over competing products. Fourth, develop creative ideas. Fifth, Start the design. Make it an original design. Sixth, sample check, color check, etc. Finally, check the finished product. PROJECT DURATION AND LOCATION: The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 2023. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Under the management of quality strictly, equipment cleaning and machine sterilization has been improved in each step, completely prevented secondary pollution. The expiry date on shelf could be extended due to the ESL(Extended Shelf Life) during the manufacturing process. Changed the method of pouring milk to the cap type. It has been improved to be fresher, cleaner and easier to pour. SPECIFICATIONS / TECHNICAL PROPERTIES: Surface : matte. bottle material: recyclabled paper Cap material: plastic 900ml: Width 70mm x Depth 70mm x Height 232mm 400ml: Width 70mm x Depth 70mm x Height 140mm 200ml: Width 55mm x Depth 55mm x Height 102mm TAGS: Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, Carton RESEARCH ABSTRACT: Analysis of luxury supermarkets where products are sold. Competitive analysis in internet sales. Analysis of consumer in the market. Packaging design analysis of the Japanese market. CHALLENGE: The challenge was to create a design that consumers could intuitively understand as chilled milk. In pursuit of a simpler and higher quality milk package, the team aimed to maintain the conventional package style. A prominent design feature is the bold display of the protein content, "4.7g," which intuitively communicates the high quality ingredients to consumers, even at a glance on the store shelf. Moreover, the silhouette of a cow, rendered in luxurious gold, adds a touch of elegance and represents the excellent rearing environment. This is further embellished with patterns of plants and flowers to signify natural quality. ADDED DATE: 2024-02-28 03:19:14 TEAM MEMBERS (3) : Creative Director: Kazuo Fukushima, Graphic Designer: Haruka Takeuchi and Account Director: Xu Xuehua IMAGE CREDITS: Photographer: Zhu Jie PATENTS/COPYRIGHTS: Copyrights belong to Meiji China Investment Co.,Ltd. 2023. |
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| Visit the following page to learn more: https://www.meiji.com.cn | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Meiji China Investment Co.,Ltd. PROFILE: Established in January 2019. In January 2022, the integrated business unit will be integrated, and the Chinese dairy product business, skillful dry business, snow cake business, and food business department will be integrated. Meiji Group aims to provide more quality products to Chinese consumers, so as to contribute to Chinese consumers healthy and wealthy eating habits. |
| AWARD DETAILS | |
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Chilled Milk Carton Carton by Kazuo Fukushima and Haruka Takeuchi is Winner in Packaging Design Category, 2023 - 2024.· Press Members: Login or Register to request an exclusive interview with Kazuo Fukushima and Haruka Takeuchi. · Click here to register inorder to view the profile and other works by Kazuo Fukushima and Haruka Takeuchi. |
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