Nongfu Spring Mix

Milk Tea for Nongfu Spring Co. Ltd.

To celebrate the Year of Tiger, Nongfu Spring launches a limited gift box for Mix Milk Tea. The idea is inspired by a Chinese nursery rhyme "Beat the Tiger". The packaging is designed as tiger head, while its eyes are replaced by whirls that are the visual asset of the brand. When consumers are holding the box, their fists are right above the tiger, so it looks like the consumers are beating the tiger. Eventually, it can create the interaction between consumers and packaging.

Download Press Kit № 133918

Download Press Kit № 133918 Milk Tea for Nongfu Spring Co. Ltd. by Blackandgold Design (Shanghai) Co., Ltd. to access high-res images, essential texts, translations, and exclusive interviews—all in one.

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Mix by Blackandgold Design Shanghai Co Ltd

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Milk Tea by Blackandgold Design Shanghai Co Ltd

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Blackandgold Design Shanghai Co Ltd Mix

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Blackandgold Design Shanghai Co Ltd Milk Tea

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Nongfu Spring Mix Milk Tea Press Releases

Access press releases crafted for Nongfu Spring Mix in these languages: English.

Nongfu Spring Mix Milk Tea Media Articles

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Unique Properties

2022 is tear of the tiger in China. During Chinese new year, most of products are turning red and have new year greetings or traditional patterns on packaging. It is the safest and acceptable way to do it but lacks surprise and creativity. As e-commerce exclusive packaging, the business goal is to attract young consumers and create a buzz on social media, so the team breaks the conventional design language and use a dramatic way to establish the link between packaging and the year of tiger. The idea is based on a well-known Chinese nursery rhyme which is easier to be remembered and spread among consumers. The product feature is also well combined with tiger. This limited gift box is unique on market.

Tags

packaging, milk tea, China, e-commerce, tiger, Chinese new year

Production Technology

The box is made of paper with gloss lamination

Design Challenge

The main challenge is to find the link between products and tiger. The combination between the word "da" and tiger forms a Chinese nursery rhyme "beat the tiger". This nursery rhyme is well-known in China, and it has the potential to create a buzz in market.

Project Duration

The project started in Oct, 2021 and the product will be launched in Feb, 2022.

Operation Flow

The overall design of the box is based on tiger head to express that it is the packaging created for the year of tiger. The eyes of the tiger are replaced by whirl. When consumers are holding the box, their fists are right above the tiger, which can create the interaction between consumers and packaging. Compared with traditional Chinese new year packaging, this packaging is fun and outstanding.

Research

Based on personal experience and desk research on Chinese new year packaging design, the team found out the basic design principles of packaging such as red and gold, blessing copy, traditional pattern, etc. However, unlike dairy or alcohol that are usually purchased for gifting when visiting relatives and friends, milk tea is often purchased for pleasing themselves. Instead of using conventional elements, it is possible to make the packaging fun and unique, which can bring humour and creativity to consumers.

Inspiration

The essence of this brand is "mix". In Chinese, it means "da". For the brand, "da" is the process of mixing real milk and tea together, but the most common meaning of "da" is "beat". It happened that one catchy Chinese nursery rhyme "beat the tiger" includes brand name "da" and Chinese new year zodiac "tiger", so it becomes the inspiration of the design. The whirl is the brand equity taken from the inner pack which communicates the technique behind. In addition, the whirl is often used for expressing dizziness. In order to fit the happy occasion, the packaging is the red tiger face, while its eyes are replaced with whirls. When consumers hold this gift box, it looks like they are beating the tiger. It provides celebration atmosphere, fun and interactivity to consumers.

Image Credits

All photos credits to blackandgold Shanghai, 2022.

Project Overview

Nongfu Spring Mix Milk Tea has been a Silver winner in the Packaging Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Silver A' Design Award celebrates top-tier designs that embody excellence and innovation. This award acknowledges creations that are not only aesthetically pleasing but also highly functional, reflecting the designer's deep understanding and skill. Silver A' Design Award recipients are recognized for their contribution to raising industry standards and advancing the practice of design. Their work often incorporates original innovations and elicits a strong emotional response, making a notable impact on the improvement of everyday life.

Silver Recognition

Blackandgold Design (Shanghai) Co., Ltd. was recognized with the coveted Silver A' Design Award in 2022, a testament to excellence of their work Nongfu Spring Mix Milk Tea.

Blackandgold Design (Shanghai) Co., Ltd. Press Releases

Media members, dive into our press releases on Blackandgold Design (Shanghai) Co., Ltd.'s work, ready for you to use and enhance your journalistic content. Instantly access 7 press releases, available exclusively for journalists.

Nongfu Spring Mix: Celebrating the Year of the Tiger with a Unique Milk Tea Packaging Design

Blackandgold Design (Shanghai) Co., Ltd. introduces a limited gift box for Mix Milk Tea, inspired by the Chinese nursery rhyme "Beat the Tiger," to celebrate the Year of the Tiger in 2022.

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