China   |  2022

MUSE Design Awards Silver Winner

Small Satine Organic Milk for Kid

Entrant Company

BLACKANDGOLD DESIGN (SHANGHAI) CO., LTD.

Category

Packaging Design

Client's Name

Yili Group

Sub-Category

Dairy, Spices, Oils Sauces & Condiments

For new middle-class in China, they focus more on their kids' health compared with their previous generation. Satine is a leading premium milk brand in China which advocates natural and organic life. Now, Satine enters the kid milk market by launching its organic kid milk named after Small Satine. The overall packaging maintains Satine's color combination of white and green which is a powerful endorsement for quality. To attract kids' attention, an IP character called Small Satine is created. He is a pupil from Third Grade Class 6 implying 3.6g/100ml protein. The illustration tells the story that he is exploring the dairy farm. On front panel, he is hanging out with calf on the grass leisurely. On back panel, the introduction of dairy farm is treated in a childish way. In terms of the functional benefit, its nutrition value is presented clearly on both panel to earn parents' trust. The overall design demonstrates the harmony with nature as well as organic farm environment that aligns with Satine's brand promise.

Credits

Creative Director
Yang LI
Designer
Xuying ZHANG
Illustrator
Yinlu YU
Managing Director
Lei ZHANG
Strategic Planner
Xincheng ZHUANG
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