Chilled Milk Carton by Kazuo Fukushima and Haruka Takeuchi |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Chilled Milk PRIMARY FUNCTION: Carton INSPIRATION: Inspired by the high quality cows. Tasty fresh milk can only be provided by cows raised in good breeding environment, so this design focused on that cows. The high quality is expressed in gold color printing, and the hand drawn illustrations express the tasty of nature. In addition, the grass in the mouth of the cow expresses the good breeding environment. The gold cow mark is placed in the center of the carton, making it stand out on the sales floor. This mark is a symbol of this product. UNIQUE PROPERTIES / PROJECT DESCRIPTION: Meiji Investment select the world high level farm and raw milk strictly. Dairy cows are comfortably raised in free range cowsheds. In order to prevent the cows from summer heat, heatstroke prevention measures such as electric fans are implemented. Cows are free to access to mixed rations contain well balanced nutrients. So, they can provide reliable, safe and high quality fresh milk. This is a project to express these carefully raised dairy cows in the design. And it is suitable for the Chinese market situation. 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 January 2022 in Shanghai and finished in August 2022, and sales started in China in October 2023. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Method of pouring milk to the cap type. It has been improved to be fresher, cleaner and easier to pour. 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. SPECIFICATIONS / TECHNICAL PROPERTIES: 950ml: Width 70mm x Depth 70mm x Height 232mm 450ml: Width 70mm x Depth 70mm x Height 140mm 200ml: Width 70mm x Depth 70mm x Height 87mm Carton material: recyclable paper Cap material: recyclable plastic TAGS: China, Chilled Milk, Logo, Japan, Cow, Low fat, Fat free, Milk crown 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 creative challenge is that consumers could intuitively understand as fresh milk. And designed for a tasty and high quality. Iconized milk crown to express good taste. An original logo is created to express high grade. In addition, three types of taste are classified in three colors for easy understanding. This is a design format that can correspond to 3 sizes and 3 tastes. ADDED DATE: 2023-03-05 07:58:06 TEAM MEMBERS (4) : Creative Director: Kazuo Fukushima, Graphic Designer: Haruka Takeuchi, Illustrator: Mai Senoo and Account Director: Xu Xuehua IMAGE CREDITS: Photographer: Zhu Jie PATENTS/COPYRIGHTS: Copyrights belong to Meiji China Investment Co.,Ltd. 2022. |
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| Visit the following page to learn more: https://www.meijichilledmilk.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 by Kazuo Fukushima and Haruka Takeuchi is Winner in Packaging Design Category, 2022 - 2023.· 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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