Interview about Chilled Milk Packaging, winner of the A' Packaging Design Award 2024
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.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsThe artistic direction for this chilled milk packaging emerged from a desire to create a design that felt both nostalgic and inviting, evoking warmth and familiarity. I wanted the packaging to resonate with consumers on an emotional level, sparking memories of simpler, carefree days. The idea of using realistic strawberry illustrations, reminiscent of classic children's books, aligned perfectly with this vision.During the creative process, I drew inspiration from traditional Japanese illustrations and the tactile, almost storybook-like quality of hand-drawn fruits. I aimed to capture the vibrant freshness of strawberries in a way that felt both natural and playful, connecting the design to the purity and freshness of the milk itself. I also incorporated a balance of modern elements and vintage aesthetics, using clean typography and layout to create a look that feels both classic and relevant for today's consumers.This approach allowed the packaging to stand out on shelves, offering a unique visual experience that combines traditional Japanese charm with an inviting, whimsical touch.
The decision to blend Japanese aesthetic traditions with elements that appeal to young Chinese women in this chilled milk packaging design was guided by several insights.Firstly, young Chinese women have a strong affinity for simple and sophisticated beauty, along with an appreciation for Japanese culture, especially for its reputation for quality and meticulous attention to detail. By incorporating traditional Japanese design elements, I aimed to convey a sense of reliability and approachability that would resonate with this audience.Additionally, Japanese strawberry milk is often seen as a “special and indulgent treat” by many Chinese consumers, evoking a sense of joy and a small moment of luxury in their daily lives. The realistic strawberry illustrations and the soft color palette reflect a sense of femininity and purity while aligning with trends in health and natural aesthetics.By carefully merging Japanese and Chinese cultural elements, I sought to create a design that feels familiar and desirable to the target audience, making it a product they’d feel drawn to include in their everyday routines.
Our team approached the technical challenge of balancing the Extended Shelf Life (ESL) requirements with the aesthetic goals by carefully considering both the functional and visual aspects throughout the design process.For material selection, we prioritized packaging materials that provide excellent barrier properties to protect the milk’s freshness and quality, which is essential for meeting ESL requirements. We worked closely with suppliers to select materials that would maintain product integrity while allowing for high-quality print finishes, ensuring the vivid colors and intricate strawberry illustrations could be reproduced with clarity and vibrancy.
The strategic thinking behind balancing luxury and nostalgia in this chilled milk packaging design was to create an emotional connection with the consumer while elevating the product's perceived value. We wanted the design to feel both approachable and refined, appealing to the target audience’s desire for both quality and sentimentality.Nostalgia was an essential component because it invokes memories of simpler times and a sense of comfort, which is particularly powerful in food and beverage products. By using classic, storybook-like strawberry illustrations, we aimed to evoke a warm, familiar feeling that would resonate with consumers and remind them of homemade treats or childhood experiences.At the same time, we wanted to convey a sense of luxury to position the product as a premium choice. We achieved this by using a clean, sophisticated layout and elegant typography, combined with high-quality printing techniques that give the package a polished finish. This dual positioning helps the product stand out on the shelf, attracting consumers who are looking for both a comforting experience and a touch of indulgence in their everyday lives.
Sustainability was a key consideration in choosing recyclable paper for the chilled milk packaging design. We recognized the importance of reducing environmental impact, especially for a product that might be purchased frequently. Using recyclable paper not only aligns with consumer expectations for eco-friendly packaging but also reflects our commitment to responsible design practices.One of the main challenges was maintaining product integrity while using sustainable materials. Chilled milk products require effective barrier properties to ensure freshness, especially for Extended Shelf Life (ESL) requirements. To address this, we collaborated with suppliers to select a recyclable paper that incorporates an eco-friendly barrier coating. This coating provides the necessary protection against moisture and oxygen, preserving the milk’s quality without compromising recyclability.
The concept of a serene strawberry field for the chilled milk packaging design was developed with the goal of creating an immersive and calming experience for consumers, transporting them to a refreshing, natural environment. We wanted the packaging to evoke the feeling of walking through a strawberry field, with the freshness and simplicity associated with that image, to create a deeper emotional connection with the product.To bring this idea to life, we used detailed, realistic illustrations of strawberries and leaves arranged around the package. The illustrations were designed to cover the packaging in a way that draws the eye around the entire carton, creating a sense of abundance and immersion. Soft colors and a balanced layout add to the calming effect, helping the design feel gentle and inviting.At the same time, we paid close attention to practical functionality. The layout was carefully structured to keep essential product information, branding, and nutritional details clearly visible and easy to read. Additionally, we selected high-quality materials that could withstand the rigors of refrigerated storage while maintaining the clarity and vibrancy of the design. This combination of immersive visuals and functional design allows the packaging to stand out on the shelf and provide a memorable, pleasant experience for consumers.
My experience working in both Japan and Shanghai greatly influenced my approach to designing the chilled milk packaging for the Chinese market. Having spent years immersed in both cultures, I’ve developed a strong understanding of local preferences and international design standards, allowing me to create designs that resonate with consumers on a cultural and aesthetic level.In Japan, design is often minimalist, with a focus on simplicity, natural elements, and subtle elegance. This approach taught me the value of restraint and how to convey a sense of quality and sophistication through careful use of colors, typography, and composition. In Shanghai, I learned that Chinese consumers appreciate designs that feel both premium and engaging, with vibrant visuals that capture attention while reflecting cultural elements.For this packaging, I combined these insights to appeal to young Chinese women who value quality and are drawn to Japanese aesthetics. I incorporated realistic strawberry illustrations that reflect a natural, handcrafted feel, adding a nostalgic warmth that connects emotionally. At the same time, I ensured that the overall design adhered to international standards by maintaining a clean layout, clear branding, and high-quality printing, which reflect the premium quality consumers expect.This blend of cultural sensitivity and design precision allows the packaging to stand out in the Chinese market while meeting global expectations for aesthetic appeal and functionality.
The innovative cap-type pouring method for the chilled milk packaging was developed through a combination of consumer research and technical exploration. We aimed to create a functional improvement that would enhance the user experience, making it easier and more convenient for consumers to enjoy the product.During the initial research phase, we gathered insights on common pain points with traditional milk cartons, especially regarding ease of pouring, spill prevention, and storage. Consumers expressed a preference for packaging that offers a controlled, mess-free pouring experience, especially in on-the-go and family settings. This feedback was crucial in guiding our exploration of alternative cap designs.Working closely with packaging engineers and suppliers, we tested several cap options, evaluating each for practicality, durability, and user-friendliness. The final choice was a cap that not only offers a smooth pouring mechanism but also ensures a tight seal, preserving freshness and meeting the extended shelf life (ESL) requirements. We incorporated high-quality, food-grade materials that meet international standards to ensure the cap’s reliability under refrigerated conditions.This cap-type pouring method ultimately enhances convenience and functionality while aligning with our aesthetic goals, creating a seamless balance between design and usability.
Since the launch of the chilled milk packaging design in November 2023, several elements have resonated particularly well with the target demographic of young Chinese women.The realistic strawberry illustrations have been a key factor, evoking a sense of nostalgia and natural freshness that appeals to consumers seeking a wholesome and enjoyable experience. The soft, inviting color palette and storybook-like visuals create a memorable, comforting aesthetic, encouraging customers to connect emotionally with the product.Additionally, the premium feel of the packaging — from the tactile quality of the materials to the clean, modern layout — has reinforced perceptions of quality, aligning with the demographic’s desire for products that feel both luxurious and approachable. The functional aspects, such as the convenient cap-type pouring method, have also been well-received, as it adds an element of practicality that enhances the overall experience. This combination of visual appeal, quality, and usability has made the packaging design a strong standout in the market.
Winning the Bronze A' Design Award for the chilled milk packaging design has reinforced the value of thoughtfully integrating cultural elements with contemporary design trends, and it has inspired me to pursue this balance even more intentionally in future projects.This recognition has validated my approach of blending nostalgic, culturally resonant visuals with clean, modern aesthetics, showing me how powerful this combination can be in creating an emotional connection with consumers. Moving forward, I am more motivated to explore unique cultural motifs that reflect authenticity and heritage, while ensuring they remain relevant and visually engaging in today’s market. This balance requires a deep understanding of cultural nuances and an ability to translate them into fresh, appealing visuals that speak to a global audience.Additionally, the award has encouraged me to stay innovative with functional aspects of packaging, ensuring that practical elements, such as user-friendly features and sustainability, complement the visual design. Ultimately, this experience has strengthened my commitment to creating packaging that resonates on both a cultural and practical level, while pushing boundaries to meet evolving consumer expectations.
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