China   |  2022

MUSE Design Awards Silver Winner

Nestlé Coffee Liquid Packaging Design

Entrant Company

ShinyBay Design

Category

Packaging Design

Client's Name

Nestlé (China) Ltd.

Sub-Category

Non-Alcoholic Beverages

Project Background: “小咖曲"(Coffee Melody) is an innovative product of Nestlé entering the field of coffee liquid. Coffee liquid is a niche and rapidly rising category. It is mainly used in spring and summer, and is convenient and quick to use. It can also be mixed and matched with various beverages, juices, cocktails, etc., allowing consumers to freely create a wonderful and refreshing drink, and has become the favorite of many coffee consumers. Design solution: From the beginning of the design project, we are requested to create a high-value and delicious coffee product for consumers to meet their dual needs for both outlook and taste. The appearance simulates the shape of a bottle, and the main visual of the packaging expresses the refreshing atmosphere and pleasure sense of summer. It is fresh and bright, with two layers of waves overlapping each other, one layer of waves represents coffee liquid, and the other layer expresses colorful tastes, injecting more color into the whole design, also a tribute to the "rear waves”( “后浪” in Chinese, which is an expression of younger generation). The entire design, with the simple and layered scene, joyful beyond peaceful, can not help but imagine some wonderful scenes, such as: summer beach, rushing waves, brisk music, aromatic coffee... In such scenes, people enjoy and relax, feel infinite and free. So when consumers use the product, will also be immersed in the wonderful time of this moment for this wonderful reverie.

Credits

Creative Director
Heven
Creative
Lisa
Creative
Nicole
Account Director
Arthur
Account Manager
Junee
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