Interview about Chilled Milk Carton, winner of the A' Packaging Design Award 2024
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.
View detailed images, specifications, and award details on A' Design Award & Competition website.
View Design DetailsIn designing this packaging, I placed significant emphasis on cultural understanding, particularly how colors can convey brand image and influence purchasing decisions in the Chinese market. The purple, gold, and white color scheme was carefully chosen to reflect premium quality and trustworthiness.In China, purple has traditionally been associated with nobility and luxury, while gold symbolizes wealth, success, and prosperity. By combining these colors, we aimed to highlight the premium nature of the product and convey a sense of exclusivity and value to consumers. White, on the other hand, represents purity and high quality, which aligns well with the clean and safe image that milk products should portray.Moreover, this color combination has a strong visual impact, helping the product stand out on shelves in a competitive market. Consumers are often drawn to eye-catching designs, and the blend of purple and gold differentiates this product from others, evoking a sense of luxury that encourages purchase.By reflecting the values and cultural sensibilities of Chinese consumers, I believe this design successfully communicates trust and premium quality.
The decision to prominently display the "4.7g protein" content on the packaging was inspired by a growing consumer trend in China, particularly among health-conscious women aged 30-50, who seek products that contribute to their overall well-being. Protein has become a highly valued nutritional component, especially in this demographic, as many women in this age group prioritize balanced diets, strength, and vitality to support their active lifestyles.For these consumers, quick and clear access to nutritional information is essential, as it helps them make informed choices. By highlighting the protein content on the front of the packaging, we aim to provide immediate value recognition, making it easy for them to identify the product as a beneficial source of nutrition. This aligns with the trend towards functional foods that not only offer great taste but also deliver tangible health benefits.This strategy also reflects our brand's commitment to transparency and quality, resonating with a demographic that values products they can trust to support their health goals. In a busy retail environment, this clear and prominent nutritional messaging allows our product to stand out as a smart choice for those focused on maintaining a healthy and active lifestyle.
The crown motif was designed to seamlessly fuse the essence of the product with the premium positioning we aimed to convey. From the outset, I wanted a visual element that would symbolize both the purity of milk and the elevated quality of the product. The concept of a "crown" naturally came to mind as a way to signify premium status, but I wanted to integrate it in a way that felt organic to the product itself.The idea of forming the crown from milk drops emerged during brainstorming sessions. I thought about how milk, in its pure form, could be depicted as a series of drops—a representation of its simplicity and natural quality. By arranging these drops into a crown shape, we were able to create an emblem that communicates both purity and luxury without being overtly ostentatious.This design also aligns with the values of our target demographic. The crown, though subtle, suggests that this is a product deserving of trust and admiration, appealing to consumers looking for quality and elegance in their everyday choices. The motif serves as a subtle reminder of the product’s high standards and dedication to quality, encapsulating the essence of premium milk in a single, memorable visual.
My experience in both the Japanese and Chinese markets has greatly influenced the development of this product, particularly in incorporating Extended Shelf Life (ESL) technology while preserving its premium positioning. Both markets have unique consumer expectations regarding food safety, freshness, and quality, and I sought to address these while meeting the demands of a high-end product.In Japan, there is a strong emphasis on freshness and minimal processing, with consumers often preferring products that closely resemble their natural state. This has taught me the importance of delivering a product that retains the taste and purity of fresh milk, even in an extended shelf life format. At the same time, my experience in the Chinese market showed me that convenience and shelf stability are highly valued, especially in urban areas where consumers often have busy lifestyles and limited storage space.ESL technology allowed us to meet both needs, ensuring a product that remains fresh and safe for an extended period without compromising on taste or nutritional quality. This aligns with the expectations of our target demographic, who seek premium, reliable products but also value practicality. By leveraging ESL technology, we can offer them the best of both worlds—premium quality and convenience—without sacrificing the brand's positioning as a high-quality, trustworthy choice.In both markets, consumers are increasingly conscious of the technology behind their food, and understanding their expectations has allowed me to position ESL as a feature that enhances the product's value, rather than detracting from its premium appeal. This dual-market experience has been invaluable in crafting a product that feels uniquely suited to both cultures' preferences.
The transition from traditional packaging to a cap-type pouring system was an essential step in enhancing user convenience, but it came with several challenges, particularly in terms of design, functionality, and ensuring user acceptance. Changing a familiar packaging format can be risky, as consumers may resist a new design if it disrupts their established habits. My goal was to create a package that would improve the user experience without alienating those accustomed to traditional cartons.One of the main challenges was achieving a balance between functionality and aesthetics. The cap-type pouring system needed to look sophisticated to align with the product’s premium positioning, yet remain easy to use. We conducted extensive usability testing to ensure the cap was intuitive and smooth to operate, addressing potential issues such as spillage and ease of grip. It was essential to make the act of pouring milk feel as natural and seamless as possible.
In designing this packaging, I wanted to create a visual narrative that would communicate both the premium quality of the product and its natural origins. The gold silhouette of the cow, combined with subtle plant and flower motifs, serves as a bridge between these two themes, celebrating the purity of nature while reinforcing the high-end positioning of the brand.The gold cow silhouette was chosen as the focal point to immediately convey the product’s premium status. Gold is a color traditionally associated with quality and luxury, and by using it to depict the cow, we’re elevating this natural ingredient—milk—to something of exceptional value. It symbolizes respect for the source of the product and honors the careful process behind its creation.To balance this luxury element with a sense of natural purity, I integrated delicate illustrations of plants and flowers within the cow silhouette. These natural motifs not only soften the overall look but also subtly convey the idea of milk as a product of nature. The plants and flowers represent the cow’s environment, emphasizing that the milk comes from a wholesome, natural source, which is essential to our brand story.The challenge was ensuring that these elements complemented each other without overwhelming the design. I used a minimalistic approach, keeping the lines clean and the color palette simple to maintain an elegant, uncluttered look. This careful balance allows consumers to immediately recognize the product as both premium and naturally sourced, appealing to those who seek quality without compromising on purity.This combination of premium and natural elements is designed to resonate with consumers who value authenticity in their purchases. By weaving these aspects together, the packaging tells a story of high-quality milk that comes from a trusted, natural source.
Environmental considerations played a central role in the design of this packaging. As sustainability becomes increasingly important to consumers, especially in the premium segment, we wanted to ensure that our choices reflected a commitment to eco-friendly practices without compromising the high-end aesthetic of the product.Choosing recyclable paper material allowed us to reduce the environmental footprint of the packaging while also meeting the expectations of environmentally conscious consumers. However, the challenge was to ensure that this sustainable material still conveyed a sense of luxury. To achieve this, we focused on selecting high-quality, durable paper that had a premium texture and finish, giving the package a refined look and feel.Additionally, we carefully designed the layout and color scheme to enhance the perceived quality of the recyclable material. The rich purple and gold tones, combined with the elegant graphics, allow the packaging to stand out as a luxury product while subtly communicating its eco-friendly nature. This approach ensures that consumers can feel good about their choice from both an environmental and quality perspective.Incorporating sustainability without sacrificing premium appeal was about making thoughtful choices at every stage of the design. We wanted to show that a product can be both luxurious and environmentally responsible, reflecting our belief that premium quality and sustainability are not mutually exclusive but can, in fact, complement each other.By aligning with current sustainability trends, we hope to connect with consumers who value both high-quality products and a reduced environmental impact, reinforcing our brand's commitment to a responsible, future-focused approach.
The success of this project has provided valuable insights into the evolving expectations of premium consumers, especially regarding the balance between aesthetics, functionality, and sustainability. One key takeaway is the importance of creating a strong narrative that resonates with consumers on both an emotional and practical level. This project demonstrated how thoughtful design elements—like the crown motif, the color palette, and the recyclable materials—can work together to tell a cohesive story that speaks to quality, heritage, and environmental responsibility.In future premium beverage packaging designs, I plan to further explore this narrative-driven approach, using visuals and materials that not only elevate the product but also connect with consumers' values and lifestyles. As sustainability becomes a core concern, integrating eco-friendly materials and designs that minimize waste without compromising luxury appeal will be essential. I believe that the future of premium packaging lies in combining beautiful, high-quality aesthetics with responsible choices that consumers can feel proud of.Another insight is the importance of functional innovation that enhances user experience. The transition to a cap-type pouring system, for example, was well-received by consumers who valued both the convenience and the premium feel it added to the product. This success reinforces the idea that luxury packaging must not only look refined but also offer practical benefits that align with modern, busy lifestyles. Moving forward, I intend to prioritize functionality in ways that enhance everyday use while maintaining a sense of elegance.In essence, this project has shown that premium packaging is not just about luxury; it’s about meaningful, value-driven design that considers the full lifecycle of the product—from production to user experience to disposal. These insights will certainly shape my approach to future innovations, as I aim to create packaging that not only sets new standards of elegance and quality but also aligns with a responsible, consumer-centric future.
One pivotal moment in the development of this packaging design occurred during our initial design review phase in late 2022. At this stage, we were exploring various visual themes, and it was then that the concept of a purple-gold color scheme combined with a gold silhouette of a cow truly came together. This idea emerged as a way to convey both the premium quality and natural origins of the milk, aligning with our vision for a product that feels luxurious yet grounded.Selecting the purple and gold colors was a significant decision, as we wanted to create an unmistakable impression of elegance and quality. Purple, representing nobility and sophistication, complemented the golden cow silhouette, which symbolizes purity and trust. This combination was carefully chosen to appeal to consumers who value both aesthetics and authenticity, helping the product stand out on the shelf while resonating with its premium positioning.The cow illustration itself also became a crucial design element. Rather than opting for a standard or abstract representation, we decided to create a sleek, minimal silhouette that would be instantly recognizable but understated enough to let the colors shine. This simple yet refined depiction of the cow became a powerful visual icon, grounding the product in its natural roots while maintaining a sense of sophistication.This moment was pivotal because it crystallized the visual identity of the product. It underscored our goal of blending luxury with authenticity, allowing us to create a design that was not only eye-catching but also deeply meaningful. This experience reinforced the importance of aligning every design choice with the brand’s values and message, setting a strong foundation for the product’s success.
Receiving the Bronze A' Design Award for this project is both an honor and a source of inspiration. This recognition validates our approach to combining premium aesthetics with cultural relevance, and it reinforces the importance of thoughtful, consumer-centered design in the highly competitive Chinese market. Moving forward, this achievement encourages us to continue pushing boundaries, experimenting with new materials, and exploring innovative ways to tell a brand story through packaging.In future projects, I plan to further integrate cultural nuances that resonate with local consumers while also embracing sustainability and functionality—elements that are increasingly valued in China’s premium market. This award has shown us that when design aligns deeply with consumer expectations and cultural values, it can create a powerful connection with the audience.Moreover, this recognition motivates us to approach each project with a renewed commitment to quality and creativity, as we strive to develop packaging that not only stands out on the shelf but also contributes to the brand’s identity and consumer experience. We will continue to refine our design process to ensure that every project brings something unique and impactful to the market, making each package an embodiment of both artistry and purpose.
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