Chilled Milk
Packaging for Meiji China Investment Co.,Ltd.
Targeting young Chinese women, a premium strawberry milk inspired by Japanese recipes has been launched to evoke nostalgia. Made with 50% raw milk, it offers a perfect balance of sweetness and acidity for those aged 20-39. The product features stylish, portable packaging that leverages Japanese brand trust. Its design, with a white background and realistic strawberry illustrations, aims to provide a serene strawberry field experience, embodying freshness and luxury.
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Chilled Milk by Kazuo Fukushima
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Packaging by Kazuo Fukushima
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Kazuo Fukushima Chilled Milk
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Kazuo Fukushima Packaging
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Meiji China Investment Co Ltd Brand Logo
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Unique Properties
In response to young Chinese women's preference for strawberry milk, a high-quality product inspired by traditional Japanese recipes has been developed, aiming to stir nostalgia among Japanese consumers. Crafted with 50% raw milk, this fresh, refrigerated flavored milk strikes an ideal balance between sweetness and acidity, specifically targeting women aged 20-39. The project showcases a chic, portable packaging design, capitalizing on the trust placed in Japanese brands to offer a novel and delightful strawberry milk experience.
Tags
Chilled Milk, Strawberry flavor, Packaging, Logotype, China, Japan quality, Cow, Carton
Production 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.
Design Challenge
The design showcases a white background, suggesting fresh, rich milk and conveying cleanliness, luxury, and quality typical of Japanese brands. Illustrations of strawberries, rendered with a classic, realistic style reminiscent of children's picture books, are featured. Additionally, illustrations of strawberry flowers and leaves are included to enhance the ambiance of a strawberry field, aiming to transport the target audience to a relaxed state, as though they were enjoying the beverage amidst an actual strawberry patch.
Project Duration
The project started in May 2023 in Shanghai and finished in August 2023, and sales started in China in November 2023.
Operation Flow
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.
Research
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.
Inspiration
Set against a white background, the design signifies fresh, luxurious milk, characteristic of Japanese quality. Realistic strawberry illustrations, akin to those in children's books, along with strawberry flowers and leaves, enhance the strawberry field theme. This aims to immerse the target audience in the tranquility of enjoying the beverage within a strawberry patch.
Image Credits
Photographer: Zhu Jie
Project Overview
Chilled Milk Packaging has been a Bronze winner in the Packaging Design award category in the year 2023 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Kazuo Fukushima was recognized with the coveted Bronze A' Design Award in 2024, a testament to excellence of their work Chilled Milk Packaging.
Kazuo Fukushima Press Releases
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