China   |  2022

MUSE Design Awards Gold Winner

Satine Jersey Milk

Entrant Company

BLACKANDGOLD DESIGN (SHANGHAI) CO., LTD.

Category

Packaging Design

Client's Name

Yili Group

Sub-Category

Dairy, Spices, Oils Sauces & Condiments

The competition in pure milk category is fierce in China. In order to get competitive advantage, many brands try to educate consumers that their milk is richer in nutrition, uses advanced technique or comes from selected dairy farms. Despite brands, their packaging conveys the similar messages such as the environment of dairy farm and RTBs. Satine is the leading premium milk brand on the market and it launches its first ever Jersey milk to gain new advantage. In China, Holstein is the most common cow breed, so Yili uses the imported Jersey cattle to lead new consumer demand by providing the most precious milk. Jersey milk's origin is the biggest selling point, so it needs to be highlighted. By doing so, its packaging introduces Art Deco, which represents luxury and glamour, to milk category to justify its premium price. Chinese consumers barely know about the landscape of Jersey, but it is possible to educate them that Jersey is British Crown Dependency. So we decide to put iconic British elements on packaging to create the exotic and royal feel. Its packaging is framed by The London Eye. Within the frame, it mixes the tourist attraction of the Great Britain. The whole illustration is covered by a tradition European sealing wax that seals the British view into the product. The artistic style differentiates Satine Jersey Milk from its competitors and sets a new level for milk category.

Credits

Creative Director
Yang LI
Designer
Xuying ZHANG
Designer
Yu KANG
Illustrator
Nicolas DAMIENS
Managing Director
Lei ZHANG
Strategic Planner
Xincheng ZHUANG
3D Rendering
Jianhui CHEN
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