Plant Selected Пакаванне для напою на раслiннай аснове by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Бронзавая прэмія A' Design Award in Дызайн упакоўкі Competition Category.
БронзаУпакоўка· 2022
Plant Selected Пакаванне для напою на раслiннай аснове
Client: Yili Group
Бронзавая прэмія A' Design Award Winner in Упакоўка Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Пакаванне для напою на раслiннай аснове
Plant Selected — гэта пакаванне для напою на раслiннай аснове. Бутэлька зроблена з PET i пакрыта матавай плёнкай, яе памеры складаюць 60 мм у шырыню, 60 мм у глыбiню i 177 мм у вышыню. Дызайн вытрыманы ў мiнiмалiстычным стылi, натхнёным скандынаўскiм дызайнам, з вялiкай плошчай белай прасторы. Ключавая перавага — 6 грамаў бялку на 100 мiлiлiтраў — пазначана выразна. Многiя напоi на раслiннай аснове выкарыстоўваюць насычаную графiку з выявамi iнгрэдыентаў i прадукту. Спакойная кампазiцыя Plant Selected прызначана для таго, каб вылучацца на паліцы i прадстаўляць напой як веганскае харчаванне.
The Recognition
About the Бронзавая прэмія A' Design Award
Plant Selected Пакаванне для напою на раслiннай аснове — пераможца Бронзавай прэміі A' Design Award, высокапрэстыжнага прызнання, якое прысуджаецца выдатным дызайнам, што вылучаюцца творчасцю, вынаходлівасцю і праніклівасцю. Бронзавыя пераможцы — гэта ўмелыя і ўражліва творчыя артэфакты, якія пацвярджаюць вялікі вопыт, уяўленне і знаходлівасць сваіх дызайнераў. Чакаецца, што Plant Selected Пакаванне для напою на раслiннай аснове — гэта высока цэнены, захапляльны і любімы прадмет, надзвычай прафесійны і інавацыйны. Гэты дызайн, што атрымаў Бронзавую прэмію A' Design Award, уключае лепшыя практыкі ў мастацтве, навуцы, дызайне і тэхналогіях і выдатны ўвагай да дэталей. Plant Selected Пакаванне для напою на раслiннай аснове цудоўна задавальняе патрэбы, кранае жаданні, зачароўвае пачуцці і ўзбуджае цікаўнасць.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- In China, plant-based beverage market has become highly homogeneous, and the customer perceived value of these traditional drinks is low. Plant Selected enhances its perceived value by claiming itself as vegan nutrition provider, instead of communicating ingredients and authenticity just like competitors. When displayed on shelves, its minimalism packaging can stand out among the competitors with busy and conventional design code. Additionally, Plant Selected introduces the concept of Plant Milk to China market to compete with milk category.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- Our goal is to reposition Plant Selected as vegan nutrition provider. Therefore, we need to find a way to not differentiate Plant Selected from traditional plant-based beverages but also show its nutrition superiority than milk (Plant Selected 6.0g/100mL vs milk 3.0-4.0g/100mL). To overcome this challenge, we looked forwards the products from other categories that communicates healthy lifestyle. Besides, we viewed the social media accounts of the healthy lifestyle influencers to find out what products they like to use in daily life.
- Research
- To stand out among the fierce competition, Plant Selected switched its positioning from soy milk expert to vegan nutrition provider targeting at consumers caring about their health and shape. We gathered the insights from client research that the target audience focus on ingredients and benefits. Then, we did the desk research to understand the competitors as well as the design cue from other categories such as trendy 0 sugar yogurt, etc. We proposed several creative directions with design references and discussed with client to narrow down to one direction.
- Inspiration
- The Plant Selected packaging is inspired by Scandinavian Design. To follow the rising health consciousness, clean label and 0 additives have become popular in food and beverage category. While the plant-based beverage category remains quite traditional. Therefore, we select the minimalism design to distinguish Plant Selected from other competitors and convey the brand promise of high protein and no additives by leaving a large area of white space.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- Plant-based beverages, especially soy milk, are quite popular in China. Their packaging are always presenting ingredient and product shot, highly homogeneous. Plant Selected's new packaging uses the minimalism design to stand out on the shelf. The key benefits are displayed on packaging directly. It creates a differentiation from competitors.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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