Interview about Chilled Milk Carton, winner of the A' Packaging Design Award 2023
Tasty fresh milk can only be provided by cows raised in a good environment. And cows are free to access to mixed rations contain well balanced nutrients. Inspiration is the high quality cows of this product. 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 golden cow mark is a symbol of this product. And it is suitable for the Chinese market.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThank you for this thoughtful question! The evolution of the golden cow mark was an integral part of the design process. It began with the idea of creating a visual that embodies both premium quality and the essence of milk itself. In Japanese culture, symbols of purity, craftsmanship, and authenticity are deeply valued. I wanted the design to resonate with these cultural sentiments while also appealing to the broader market’s perception of luxury and trustworthiness.The cow, a universal symbol of milk, was chosen as the centerpiece, but it needed a distinct twist to elevate the product's perceived value. The golden tone was introduced to convey a sense of exclusivity and superior quality, reminiscent of the way gold is associated with excellence and high standards. Through multiple iterations, we refined the illustration to strike the right balance between simplicity and sophistication, ensuring that it stood out on the shelf while maintaining a sense of warmth and approachability.The mark not only became a representation of the product’s premium nature but also served as a nod to the rich tradition of dairy farming. By incorporating subtle elements that reference traditional farming methods, we aimed to create a deeper connection with consumers who value both heritage and quality. The final result is a design that speaks to both cultural appreciation and market appeal, effectively bridging tradition with modern consumer expectations.
The balance between environmental responsibility and luxury presentation was a fundamental objective for this project. I believe that premium aesthetics and sustainability can coexist harmoniously, and achieving this balance was inspired by the growing consumer demand for eco-friendly products that do not compromise on quality or visual appeal.The inspiration came from observing how consumers’ preferences are shifting towards conscious purchasing decisions. People are increasingly aware of the environmental impact of packaging, yet they still desire products that reflect sophistication and a sense of indulgence. My goal was to create a design that answered both these needs.During the development process, I explored various materials and finishes that could achieve this dual purpose. The use of recyclable materials was non-negotiable, as environmental responsibility is a core value in both my design philosophy and Meiji’s brand ethos. However, to maintain a premium look, I chose high-quality, eco-friendly inks and sustainable coatings that not only preserved the packaging's aesthetic but also enhanced it. The minimalist design, clean lines, and refined color palette were strategically selected to exude luxury while subtly reinforcing the message of sustainability.Furthermore, I drew inspiration from traditional Japanese design principles, which emphasize elegance through simplicity and respect for nature. By integrating these elements, I was able to create packaging that tells a story of conscientious luxury—one that appeals to the modern consumer who values both beauty and environmental stewardship. The outcome is a design that not only looks premium but also encourages consumers to feel good about their purchase, knowing it aligns with sustainable practices.
My extensive market research in luxury supermarkets and analysis of Chinese consumer preferences played a crucial role in shaping the distinctive visual language and proportions of the Chilled Milk Carton across its three size variations. Understanding the target market was essential to ensure that the design resonated with their expectations for premium products while fitting seamlessly into the high-end retail environment.During my research, I visited luxury supermarkets and analyzed the way products were displayed, interacted with, and ultimately chosen by consumers. One insight I gathered was that Chinese consumers, particularly in the premium segment, appreciate visually clean and elegant designs that signal quality and authenticity. They often look for packaging that embodies a sense of sophistication and aligns with their preference for understated luxury. This finding guided my approach to develop a visual language that emphasized simplicity with refined details, ensuring the design communicated premium quality at a glance.The proportions of the carton were also carefully considered during the design process. Each of the three size variations was tailored to meet specific consumer needs: convenience for on-the-go consumption, a standard size for households, and a larger option for family use or gatherings. To maintain consistency across the different sizes while ensuring visual appeal, I adjusted the placement of key design elements like the golden cow mark and typography. This alignment allowed for a uniform brand identity that is easily recognizable across all sizes, enhancing shelf presence and reinforcing brand loyalty.Moreover, I took into account the feedback and preferences of consumers who value a seamless user experience. Details such as the ergonomic form of the packaging and the choice of cap placement were optimized based on consumer behavior studies to ensure that the design was not only attractive but also practical and easy to use. The strategic positioning of the visual elements, combined with the luxurious yet sustainable aesthetic, resulted in a carton that stands out in luxury supermarkets while meeting the high expectations of Chinese consumers.Overall, the market research highlighted the importance of crafting a design that felt exclusive, authentic, and convenient. By incorporating these insights into the chilled milk carton design, I was able to create a packaging solution that appeals to consumers’ desire for both visual and functional quality.
The thoughtful approach of incorporating storytelling through subtle packaging elements like the grass in the cow's mouth was driven by my belief that effective packaging should do more than just attract attention; it should tell a story that deepens the consumer’s connection to the product. The chilled milk carton design aimed to evoke an emotional response that reflected the natural origins of the milk and the dedication to quality in its production.The idea for these storytelling elements came from understanding that modern consumers appreciate transparency and authenticity, especially when it comes to food products. They want to know where their food comes from and the practices behind its production. This insight led me to focus on communicating the story of the natural breeding environment of the cows and the brand’s commitment to wholesome, high-quality dairy production.Including details such as the grass in the cow’s mouth was a way to subtly convey this narrative. It symbolizes the cows’ healthy, natural diet and reinforces the image of responsible farming practices. This element connects with consumers on a subconscious level, evoking pastoral imagery and promoting a sense of trust and purity. By adding these nuanced details, the design goes beyond aesthetics to communicate the brand’s values of natural quality and sustainability.The approach was also inspired by traditional Japanese design principles that emphasize subtlety and attention to detail. In Japanese art and craftsmanship, even the smallest elements have significance and contribute to the overall story. I wanted the chilled milk carton to embody this philosophy, integrating storytelling elements that would enrich the design and invite consumers to appreciate the product’s authenticity.Ultimately, these thoughtful details were carefully incorporated to create an engaging experience for the consumer. They draw attention to the product's origin and the care involved in its production, strengthening the brand’s identity and aligning with consumer values of transparency and natural goodness. This approach makes the carton not just a container, but a medium for storytelling that reflects the heritage and ethos behind Meiji’s chilled milk.
The integration of hand-drawn illustrations within the Chilled Milk Carton design was an intentional choice to create an engaging narrative that highlights natural farming practices and resonates deeply with the target market. This artistic direction was developed through a blend of market insights, cultural research, and an appreciation for the heritage behind dairy farming.The initial step in developing this direction involved understanding what visual elements appeal to consumers who seek premium dairy products. During my market research, I discovered that hand-drawn illustrations evoke a sense of warmth, authenticity, and craftsmanship. These qualities align with the expectations of consumers who value transparency and tradition in their food products. I knew that by using hand-drawn elements, I could create a personal, story-like feel that would connect with the audience on an emotional level, distinguishing the product from more conventional and industrial-looking packaging.To ensure this approach resonated with the target market, I drew inspiration from both traditional Japanese art and modern design trends that emphasize simplicity and storytelling. The illustrations were carefully crafted to represent scenes of natural farming, such as cows grazing in lush pastures, and included subtle elements that symbolize sustainable and ethical farming practices. The decision to use a hand-drawn style was also influenced by the trend of consumers gravitating towards artisanal and heritage-inspired products, which they associate with quality and care.Developing these illustrations involved close attention to detail to make the design both visually appealing and meaningful. Each line and element was meticulously drawn to capture the essence of an organic, natural environment. The illustrations were balanced with modern design components to create a harmonious blend of tradition and contemporary appeal, ensuring the overall aesthetic was clean, sophisticated, and aligned with luxury expectations.Moreover, the hand-drawn style allowed for a more human touch that reflects the brand’s commitment to quality and the genuine care taken in the product’s production. This approach not only emphasizes the natural and ethical aspects of Meiji’s farming practices but also helps to tell a story that consumers can appreciate and trust. By integrating these illustrations, I aimed to create a sense of familiarity and trustworthiness, enhancing the consumer's perception of the product as not only high-quality but also thoughtfully made.Ultimately, this artistic direction was about creating packaging that feels authentic and relatable, connecting consumers to the origins of the milk and the brand’s dedication to sustainable practices. The hand-drawn illustrations tell a story that resonates with the target market’s values, enriching the product experience and reinforcing the message of natural quality.
The development of the innovative cap design for the Chilled Milk Carton was driven by the goal of enhancing user experience without compromising the premium aesthetics of the packaging. I wanted to create a design that not only looked sophisticated but also provided functional benefits that consumers would appreciate in their daily interactions with the product.The process began with extensive research into consumer feedback and behavior related to existing milk packaging. One common pain point I discovered was the difficulty of opening and pouring from traditional cartons, which often led to spills and reduced product freshness. To address these challenges, I collaborated with packaging engineers to explore various cap options that would improve both functionality and user convenience.Several prototypes were developed and tested to identify the best solution. The chosen design needed to offer a secure seal for maintaining product freshness while ensuring ease of use. The final cap design features an ergonomic shape that allows for a firm grip and controlled pouring, minimizing spills and making it easier to open and close, even for individuals with limited hand strength. This not only elevates the overall user experience but also aligns with the product’s positioning as a high-quality, consumer-focused offering.An important aspect of the cap’s design was its integration with the carton’s overall visual appeal. The cap had to complement the premium look of the packaging while maintaining a minimalistic, clean aesthetic. By carefully selecting materials and colors that matched the carton’s design elements, I was able to create a cohesive appearance that reinforced the brand’s image of elegance and quality.The impact of this functional enhancement on user experience has been significant. Consumers have responded positively to the convenience of the improved pouring mechanism and the enhanced product freshness provided by the secure seal. This design change not only meets practical needs but also contributes to an elevated perception of the product as thoughtfully designed and consumer-centric.Ultimately, this development process was about blending form and function to create a seamless, enjoyable experience. By focusing on both user convenience and premium presentation, the innovative cap design adds real value to the product, reinforcing Meiji’s reputation for high standards in both quality and customer satisfaction. The result is a packaging solution that aligns with modern consumer expectations, emphasizing not just what the product is, but how it enriches the everyday moments of those who use it.
Ensuring consistency across the three product variants of the Chilled Milk Carton while maintaining distinct recognition for each taste category was a strategic and detailed process. The goal was to create a cohesive visual system that would instantly signal the brand identity while allowing consumers to easily differentiate between the different offerings.The process began by establishing a strong, unified design language that could be applied to all three variants. This included consistent elements such as the brand logo placement, typography, the golden cow mark, and the overall structure of the visual composition. By maintaining these core components across the range, I was able to create a sense of unity that reinforced brand recognition on the shelf.To differentiate each taste category, I focused on subtle but effective variations in color schemes and accent details. Each variant was assigned a distinct color that resonated with its flavor profile and evoked the appropriate sensory response from consumers. For example, a classic full-bodied milk might be represented with a deep blue for a traditional, premium feel, while a lighter, creamier variant could be associated with soft greens or pastels to suggest freshness and lightness. These color choices were carefully selected to stand out individually while harmonizing with the overall palette of the brand.The use of color was complemented by small, taste-specific graphic elements that enhanced the narrative of each product. For instance, a specific variant might feature delicate illustrations or motifs subtly integrated into the background, adding visual interest and providing an additional layer of recognition without overwhelming the core design. These details were kept refined and minimalistic to align with the luxurious and sophisticated feel of the overall packaging.In addition, I paid close attention to the typography and how it was adapted to each variant. The primary typefaces and layout were kept consistent to maintain brand identity, but slight modifications in line weight or placement were used to create a subtle distinction between the variants. This approach ensured that consumers could easily identify their preferred product variant while still feeling that all belonged to the same product family.User testing and feedback were crucial in finalizing these design decisions. During this phase, I evaluated how effectively consumers could distinguish between the products while perceiving them as part of a unified range. The feedback helped refine the design balance between maintaining consistency and establishing clear, unique identities for each variant.Overall, the visual system was crafted to communicate a cohesive brand story, with the flexibility to highlight each product’s unique attributes. This approach not only strengthened the visual consistency of the product line but also allowed each variant to shine in its own right, making it easy for consumers to identify and choose the specific taste category that suited their preference. The result is a set of cartons that work seamlessly together, embodying both consistency and distinctiveness across the product range.
The Chilled Milk Carton project, completed during Shanghai’s challenging period in 2022, was a testament to resilience, adaptability, and the power of teamwork. The circumstances surrounding the project influenced not only the way we worked but also the design decisions we made, pushing us to think creatively under pressure and deepen our sense of purpose.The COVID-19 lockdowns in Shanghai presented significant challenges, from supply chain disruptions to remote collaboration. These factors demanded a high level of flexibility and problem-solving. The usual in-person brainstorming sessions and hands-on prototyping had to be adapted to a fully digital environment. This shift influenced our design approach by encouraging a more streamlined and focused process. We had to rely on digital tools for sketching, prototyping, and feedback, which fostered quicker iterations and clearer communication within the team. Despite the distance, we found ways to maintain a strong connection through virtual meetings and real-time collaboration platforms, reinforcing our team’s unity and determination to see the project through.The resilience required to overcome these challenges also influenced the creative direction of the design itself. The sense of overcoming adversity inspired us to infuse the packaging with elements that conveyed purity, simplicity, and trustworthiness—values that resonated with what people were seeking during those uncertain times. We wanted the carton to symbolize reliability and comfort, a product that consumers could trust in their daily lives. This led to the decision to use a minimalist yet elegant design approach, highlighting essential elements that reinforced the product's natural and high-quality appeal.Working under these constraints also heightened our awareness of the need for sustainable and efficient design solutions. The challenges we faced emphasized the importance of resourcefulness, which translated into a packaging design that balanced luxury with eco-conscious choices. We carefully selected materials and finishes that would uphold the premium feel while ensuring practicality and environmental responsibility, mindful of potential future disruptions in supply chains.Moreover, the adversity strengthened our team’s collaboration. It fostered a sense of shared mission and accountability as we adapted to new ways of working. The experience brought out the best in everyone, enhancing our ability to communicate, support one another, and think creatively despite physical and logistical barriers. We embraced this spirit of resilience in every step of the process, which not only enriched the final design but also strengthened our bonds as a team.Completing the project during such a turbulent period was a powerful reminder of our collective dedication and passion for design. It showed that great work can be achieved even under the most challenging circumstances when a team is united by a shared vision and driven by resilience. The Chilled Milk Carton design, therefore, became more than just a packaging solution—it embodied the determination and adaptability that defined that chapter for both the team and myself. This added depth to the project, making its success all the more meaningful.
The success of the Chilled Milk Carton since its market launch in October 2023 sets a new standard for premium dairy packaging and will likely shape future trends in the Chinese market. Key elements such as storytelling through subtle design details, like hand-drawn illustrations and the golden cow mark, have shown that packaging can be functional and emotionally engaging. This will inspire more brands to incorporate narratives that resonate with consumers’ desire for authenticity and connection.The carton’s balance between luxury and sustainability demonstrates that eco-friendly materials can coexist with a premium look. This trend will encourage more brands to adopt sustainable practices without sacrificing aesthetics, aligning with growing consumer expectations.The user-friendly cap design has set a precedent for functional packaging that enhances convenience and product freshness. This innovation will push brands to prioritize packaging features that improve the consumer experience.The minimalist, elegant visual language of the carton will likely inspire future packaging to move toward simplicity that highlights product quality. The design’s adaptability across various product sizes ensures brand consistency while allowing differentiation—something other brands will seek to replicate.In summary, the Chilled Milk Carton’s blend of storytelling, sustainability, functionality, and minimalism is expected to influence the next wave of dairy packaging in China, focusing on thoughtful, appealing, and eco-conscious design.
The Chilled Milk Carton’s recognition with an A' Design Award underscores its innovative approach and sets a benchmark for contemporary packaging excellence. The project exemplifies this through several standout aspects:Storytelling and Authenticity: The integration of hand-drawn illustrations and subtle details, like the grass in the cow’s mouth, creates a narrative that connects consumers to the natural and responsible origins of the product. This storytelling approach brings depth to the packaging, resonating with consumers who value transparency and authenticity.Sustainability and Luxury Balance: The design successfully merges eco-friendly materials with a premium aesthetic. It proves that sustainable choices can enhance rather than compromise the luxurious feel, setting a new standard for how high-end packaging can be both beautiful and environmentally responsible.Functionality and User Experience: The innovative cap design improves product freshness and makes pouring more convenient, showcasing an understanding of consumer needs. This focus on functionality elevates the user experience, making the packaging not just visually appealing but also highly practical.Minimalistic Elegance: The clean, understated design communicates purity and quality, aligning with modern consumer preferences for simplicity. This aesthetic makes the carton stand out in the competitive market, appealing to those who appreciate refined, sophisticated packaging.Consistency Across Variants: The adaptable visual system for different product sizes and categories maintains brand cohesion while allowing for clear differentiation. This strategic approach ensures a seamless brand experience across the product line.These elements combine to make the Chilled Milk Carton an exemplar of contemporary packaging solutions—innovative, consumer-centric, and aligned with sustainability trends, all while maintaining a strong, cohesive brand identity.
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