Satine Jersey Milk by Blackandgold Shanghai

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DESIGN DETAILS
DESIGN NAME:
Satine Jersey

PRIMARY FUNCTION:
Milk

INSPIRATION:
The packaging is inspired by Art Deco which represents luxury and glamour. It matches Jersey milk's luxurious image. The background color is covered in Satine Green. Its logo is treated in gold. The illustration demonstrates British landscape and Jersey dairy farm in golden line to communicate its origin in a premium way. The product name is framed in sealing wax to reflect its British tradition. Its nutrition value is presented as well.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
Satine launches its first ever Jersey milk to enhance its image as leading premium milk brand in China. Satine imports Jersey cattle from Jersey and brings them up in Inner Mongolia in order to produce the most premium milk on the market. To highlight its origin and premium feature, the packaging conveys the British style and Jersey dairy farm in an artistic way to justify its premium price.

OPERATION / FLOW / INTERACTION:
The box is framed by The London Eye in Art Deco style. Within the frame, it mixes the tourist attraction of the Great Britain. and the environment of Jersey dairy farm. The illustration is covered by a tradition European sealing wax that seals the British style into the product.

PROJECT DURATION AND LOCATION:
The project started in February, 2020 and the product is launched in April, 2020.

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
Inner pack: Aluminium foil without white ink Box: Iridescent silver paper

SPECIFICATIONS / TECHNICAL PROPERTIES:
Inner pack: Width 346mm x Depth 104mm x Height 121mm Box: Width 45mm x Depth 45mm x Height 218mm

TAGS:
Packaging, milk, premium, China, Jersey

RESEARCH ABSTRACT:
In terms of pure milk category, most of the brands are using the traditional elements such as cow, farm and milk splash in a common method. However, Satine Jersey Milk is a high-end pure milk and its origin is Jersey, so how to help consumers to realize its premiumness and unique selling point compared with other milk? Within the category, cow and farm are often treated realistically. Therefore, we use artistic way to create the differentiation, and we find out the exquisite art style art deco is the best match.

CHALLENGE:
Jersey cattle is the USP of the product, and it is essential to convey this message. Chinese consumers barely know about the landscape of Jersey, but it is possible to educate them that Jersey is British Crown Dependency. So we decide to put British elements on packaging to create the British feel and suggest the origin.

ADDED DATE:
2021-12-27 10:14:13

TEAM MEMBERS (7) :
Creative Director: Yang LI, Designer: Xuying ZHANG, Designer: Yu KANG, Illustrator: Nicolas DAMIENS, 3D rendering: Jianhui CHEN, Managing Director: Lei ZHANG and Strategic Planner: Xincheng ZHUANG

IMAGE CREDITS:
All photos credits to blackandgold Shanghai, 2022.


CLIENT/STUDIO/BRAND DETAILS
NAME:
Yili Group

PROFILE:
Inner Mongolia Yili Industrial Group Co., Ltd, a provider of healthy and nutritious dairy and food products, is Asia’s largest dairy producer with a wide range of products like milk, yoghurt, ice cream, infant formula, adult nutrition and cheese. Yili has rapidly developed over the last decades and is now the number five in the Rabobank ranking of global dairy companies. Our ambition is to be in the top three in 2025.

NOMINATION DETAILS

Satine Jersey Milk by Blackandgold Shanghai is a Nominee in Packaging Design Category.

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AWARD DETAILS

Satine Jersey Milk by Blackandgold Shanghai is Winner in Packaging Design Category, 2021 - 2022.



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