Chilled Milk Carton

Carton for Meiji China Investment Co.,Ltd.

To compete in China's high-end milk market, a unique technology created premium milk targets women aged 30-50, blending 100 percent raw milk with a nutrient-preserving concentration technology for rich flavor. The project redefines milk packaging, combining innovation and Japanese quality with a luxurious taste. The package's purple symbolizes nobility, enhanced by white and gold for elegance and quality, making the design distinctly memorable.

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Chilled Milk by Kazuo Fukushima

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Carton by Kazuo Fukushima

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Kazuo Fukushima Chilled Milk

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Kazuo Fukushima Carton

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Kazuo Fukushima Design Team Photo

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Meiji China Investment Co Ltd Brand Logo

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Unique Properties

In response to the competitive, high-end milk market in China, a premium product has been developed using unique technology. Targeting women aged 30 to 50, this milk is made from 100% raw milk and enriched with proprietary concentration technology, preserving nutrients while offering a rich taste. The project aims to establish a new standard in milk packaging, merging innovation, tradition, and the trusted quality of a Japanese brand with a luxurious, flavorful experience.

Tags

Chilled Milk, Packaging, Logotype, China, Japan quality, Cow, Milk crown, 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 challenge was to create a design that consumers could intuitively understand as chilled milk. In pursuit of a simpler and higher quality milk package, the team aimed to maintain the conventional package style. A prominent design feature is the bold display of the protein content, "4.7g," which intuitively communicates the high quality ingredients to consumers, even at a glance on the store shelf. Moreover, the silhouette of a cow, rendered in luxurious gold, adds a touch of elegance and represents the excellent rearing environment. This is further embellished with patterns of plants and flowers to signify natural quality.

Project Duration

The project started in October 2022 in Shanghai and finished in May 2023, and sales started in China in August 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

Inspired by the tradition and high quality of purple, a color traditionally associated with nobility in Japan and China, the design evokes an intuitive sense of elegance in Asians. The deep purple accentuates the richness of the milk, while a bold white ribbon symbolizes its essence. A crown at the top, formed from drops of rich milk, represents supremacy and the high quality of the Japanese brand. The combination of purple, white, and gold ensures a memorable design that stands out significantly.

Image Credits

Photographer: Zhu Jie

Project Overview

Chilled Milk Carton Carton 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 Carton Carton.

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