Cny Design For The Year Of The Snake Milk Packaging by Mengniu Gaoke Fresh Dairy Products |
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| DESIGN NAME: Cny Design For The Year Of The Snake PRIMARY FUNCTION: Milk Packaging INSPIRATION: In 2025, which marks the Year of the Snake in the Chinese calendar, the company recognizes the need for positive emotional energy among consumers amid global economic challenges. The packaging design was inspired from the Chinese Zodiac snake, integrating the traditional snake motif with contemporary visual language through geometric reinterpretation. It incorporates elements that symbolize good fortune, establishing a visual system that fosters cultural recognition. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The limited edition packaging features an innovative interactive element peeling off the label. The top layer of the label exhibits a snake pattern symbolizing good luck, which can be lifted to uncover six hidden blessings on the lower layer including love, wealth, career, and exams. The act of peeling off the label delivers a sense of ritualistic excitement for consumers, just like drawing lots, enhancing the interactive appeal and emotional significance of the packaging. OPERATION / FLOW / INTERACTION: The upper right section of the front label features a prominent triangular red indicator corner label, which acts as a navigational element for users. The inclusion of a raised edge at this corner allows consumers to effortlessly peel back the upper label with a simple snap. This design not only improves the intuitiveness and ease of the user experience but also provides a visual cue that inspires the consumer curiosity and encourages interaction. PROJECT DURATION AND LOCATION: The project commenced in August 2024 in Shanghai, China, with an expected completion date in November 2025 at the same venue. The product is set to be launched in online and physical stores on 1 December 2024, targeting at supermarkets and online platforms in major cities throughout China, with sales extending until 15 February 2025. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: The packaging design for the Year of the Snake utilizes a double layered transparent BOPP material. Synchronized printing process is operated to guarantee accurate pattern alignment. Localized hot stamping technology is employed to elevate the visual hierarchy and impart a sense of luxury. Following the printing process, the two layers are accurately laminated and die-cut, resulting in a complete and refined label design that is aesthetically engaging and durable. SPECIFICATIONS / TECHNICAL PROPERTIES: 1L: 90 x 248 ， 720ML: 80 x 227 ， 250ML: 52 x 136 TAGS: Year of the snake, Zodiac, Milk, Packaging,Good luck RESEARCH ABSTRACT: In the initial stage of design, we gathered data regarding the social and economic downturn, analyzed consumer psychology, and discovered that consumers often seek comfort in symbols of good fortune, but harbor a fear of snakes. Consequently, we simplified and stylized the snake in our design, integrating the element of good luck and retaining the brand identity. Following the completion of the package design, the market research was conducted to gauge public opinion. CHALLENGE: Making double layer labels presented the most significant challenge. Managing the thickness of the labels proved to be a complex issue. Since the product must be refrigerated, condensation may lead to slippage of the bottle, resulting in recurring issues such as air bubbles and inadequate adhesion. The team consistently refined choices regarding materials, bonding techniques, and labeling technologies to guarantee the stability and visual appeal of the final labels in a refrigerated condition. ADDED DATE: 2025-03-04 02:35:24 TEAM MEMBERS (2) : Design Director: Li Huang and Designer:Shen Jia Ting IMAGE CREDITS: Mengniu Gaoke Fresh Dairy Products |
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| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Mengniu Gaoke Fresh Dairy Products PROFILE: Mengniu Gaoke Fresh Dairy Products operates in food sales and production. The SHINY MEADOW brand is a subsidiary of Mengniu Gaoke Fresh Dairy Products. SHINY MEADOW is committed to offering Chinese consumers with premium fresh milk that surpasses EU standards, ensuring that families striving for a quality lifestyle would experience vitality daily through superior nutrition. This commitment enhances the beauty and vibrancy of life, making it sparkle with the essence of SHINY MEADOW. |
| AWARD DETAILS | |
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Cny Design For The Year of The Snake Milk Packaging by Mengniu Gaoke Fresh Dairy Products is Winner in Packaging Design Category, 2024 - 2025.· Read the interview with designer Mengniu Gaoke Fresh Dairy Products for design Cny Design For The Year Of The Snake here.· Press Members: Login or Register to request an exclusive interview with Mengniu Gaoke Fresh Dairy Products. · Click here to register inorder to view the profile and other works by Mengniu Gaoke Fresh Dairy Products. |
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