Nongfu Spring Mix: A Revolutionary Packaging Design

Blackandgold Shanghai's Innovative Approach to Celebrating the Year of the Tiger

The essence of the Nongfu Spring Mix brand is encapsulated in the Chinese term "da," which signifies the mixing of real milk and tea. However, "da" also means "beat," and this dual meaning became the inspiration for the packaging design. The Chinese nursery rhyme "beat the tiger" and the Year of the Tiger in the Chinese zodiac provided a creative springboard for the design team.

The packaging design breaks away from the conventional red and gold designs commonly seen during the Chinese New Year. Instead, it features a red tiger face, with its eyes replaced by whirls, a brand equity taken from the inner pack. This design not only communicates the technique behind the product but also adds a fun, dizzying effect. When consumers hold the gift box, it appears as if they are beating the tiger, adding a layer of interactivity and celebration to the experience.

The packaging is unique in the market, especially for a product like milk tea, which is often purchased for self-indulgence rather than gifting. The design team's innovative approach was to make the packaging fun and unique, bringing humor and creativity to consumers. The link between the product and the tiger, formed through the word "da" and the nursery rhyme, has the potential to create a buzz in the market.

The box, made of paper with gloss lamination, measures 213mm in width, 141mm in depth, and 169mm in height. The project started in October 2021, and the product was launched in February 2022. This design was awarded the Silver A' Packaging Design Award in 2022, a testament to its creative and professional excellence.

Blackandgold Shanghai's Nongfu Spring Mix packaging is a testament to the power of innovative design. By drawing on cultural elements and adding a playful twist, the design team has created a unique, interactive experience for consumers. This design sets a new standard for packaging, proving that it can be more than just a container—it can be a source of joy and interaction.