Shiny Meadow A2 Fresh milk by Mengniu Dairy

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DESIGN DETAILS
DESIGN NAME:
Shiny Meadow A2

PRIMARY FUNCTION:
Fresh milk

INSPIRATION:
The package design is elaborated to manifest a picture that the freshest milk produced in the pasture just now is carried to the urban table through time and space, as if the first sunshine arouses us in the morning. We took inspiration from the European classic milk glass bottle and redesigned it with a modern vision. Behind the concept, there is a cultural heritage across nationalities, creating a romantic, affable and sincerity feeling, making this iconic shape even more attractive.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
In China, the fresh milk is an emerging trend, most of the milk is just pure milk. Thus, we confidently designed a large area of transparency to show that milk is so nature, fresh and pure that there is nothing to hide. The large A2 in the center is combined with the diet pyramid to create an iconic brand image. We aim to integrate this simple, modern and iconic design perfectly into the daily lives of elite families, making it a symbol of quality and elegance.

OPERATION / FLOW / INTERACTION:
A2 milk sold mainly in high-end supermarket in cold chain. the advanced technology and production equipment can ensure

PROJECT DURATION AND LOCATION:
The project started in August 2019 and ended in September 2019. Bottle sample production in Sidel Shanghai.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
It only takes 2 hours from milking to processing, which is incredible. With pasteurization technology, maximum freshness is maintained without compromising the quality of the milk and achieving consistent high quality. In addition, it relies on GPS to track the entire cold chain until A2 milk is delivered to the end consumer.

SPECIFICATIONS / TECHNICAL PROPERTIES:
720ml, PET bottle, Color Clear, Diam(max.) 80mm x Height 238 mm. We use high permeability PET materials to achieve the texture of glass.

TAGS:
Shiny Meadow, bottle design, A2, package design, graphic design, milk, fresh, PET,

RESEARCH ABSTRACT:
Unlike the normal fresh milk, Shiny Meadow A2 B casein milk has a special protein structure that makes it naturally lactose-free, more comparable to human breast milk and easier to digest and absorb. The target group is relatively rational, high end with high requirements for products. In their mind, high quality life is not a pursuit but a habit.

CHALLENGE:
Before talking about packaging design, there is a crucial concept to discuss: no matter how precious and premium the milk is, we need to remember that milk itself is an essential part to human diet in the long river of history. We need to convey the simplicity, purity and elegance of milk and turn these characteristics into our brand image.

ADDED DATE:
2020-02-27 06:38:05

TEAM MEMBERS (13) :
Qian Sun, Tianjiao Niu, Hua Xie , Andrea Rizzardi, Simone De Paolis, Raffaella De Rossi, Sabrina de Luca, Roberta Domini, Chengjie Ding, Shuo Qu, Xiaoyan Wang, Chang Liu and Yanlin Liu

IMAGE CREDITS:
.

PATENTS/COPYRIGHTS:
Copyrights belong to China Mengniu Dairy Co.,Ltd, 2019

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CLIENT/STUDIO/BRAND DETAILS
NAME:
China Mengniu Dairy Company Co., Ltd.

PROFILE:
China Mengniu Dairy Company Limited and its subsidiaries manufacture and distribute quality dairy products in China. It is one of the leading dairy product manufacturers in China, with MENGNIU as its core brand. Mengniu offers diverse products including liquid milk products, ice cream, milk formula and cheese. In 2019, Mengniu made it again on the “Global Dairy Top 10” list published by Rabobank, and placed 27th on BrandZ’s list of most valuable Chinese brands, topped the list of brand contribution and was crowned the most trend-setting brand. Also, for the first time, Mengniu made it among Brand Finance’s list of the top 500 most valuable brands of the world. By the end of June 2019, the Group’s annual production capacity reached 10.27 million tons.

NOMINATION DETAILS

Shiny Meadow A2 Fresh Milk by Mengniu Dairy is a Nominee in Packaging Design Category.

· This project is currently confidential as results have not been announced yet. Images and further details of the project is not available for public yet, please check back later. If you are the owner of this design, please login to view the images.

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AWARD DETAILS

Shiny Meadow A2 Fresh Milk by Mengniu Dairy is Winner in Packaging Design Category, 2019 - 2020.



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