China | 2022
Chinese New Year is the most important festival in China, and this year is the Year of Tiger. To celebrate this occasion, Nongfu Spring launches a limited gift box for its Mix Milk Tea brand. The business goal is to attract young consumers and create a buzz on social media, so we need to break the conventional design language and find a trendy way to fit CNY atmosphere. The essence of this brand is "Mix". In Chinese, it is "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 zodiac "Tiger". Thus, it becomes the inspiration to the design. The packaging is a tiger head with traditional CNY color combination: red and gold, but we twist it by replacing its eyes with the brand visual asset - whirl. Coincidentally, whirl is often used for expressing dizziness. Therefore, when consumers are holding the box, their fists are right above the tiger, and the tiger is dizzying. It looks like they are beating the tiger. Eventually, it provides CNY atmosphere, fun and interactivity to consumers in a unique way.
Clare Lynch Creative
Snacks, Confectionary & Desserts