Plant Selected Асноўная функцыя: Упакоўка для напояў 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 Асноўная функцыя: Упакоўка для напояў
Client: Yili Group
Бронзавая прэмія A' Design Award Winner in Упакоўка Category
Verified Award Winner
Verify Award Status for #134253The Design
About Plant Selected Асноўная функцыя: Упакоўка для напояў
Тэкст: Plant Selected — гэта дызайн упакоўкі для лінейкі напояў на раслінай аснове. Ёмістасць уяўляе сабой ПЭТ-бутэльку, пакрытую матавай плёнкай, памерам 60 мм у шырыню, 60 мм у глыбіню і 177 мм у вышыню. Зялёны колер выкарыстоўваецца для соевага напою, а сіні — для аўсянага. Назва прадукту выканана буйным англійскім шрыфтам у стылі графіці, а залатыя соевыя бабы і аўсяныя зерні інтэграваны ў літары. Поўнасцю афарбаваны фон стварае моцны колеравы блок на паліцы. Пераваггі прадукту размешчаны ўнізе, каб інфармаваць спажыўцоў.
The Recognition
About the Бронзавая прэмія A' Design Award
Plant Selected Асноўная функцыя: Упакоўка для напояў — 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 Асноўная функцыя: Упакоўка для напояў — 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 Асноўная функцыя: Упакоўка для напояў 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
- Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, plant-based Beverage, plant milk, China
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
- Research
- To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
- Inspiration
- The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
- Project Duration
- The project started in September, 2020 and the product is launched in March, 2021
- Operation Flow
- Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
- Patents
- All photos and video credits to blackandgold Shanghai, 2022.
- Team Members
- Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
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