Theo Rebrand Primary Function: Pambungkusu' Coklat naébbu Clarkmcdowall Inc

Theo Rebrand Primary Function: Pambungkusu' Coklat naébbu Clarkmcdowall Inc iyanaritu pammènangngé iya temmaka riéloinna ri 2021 A' Design Award Salaka ri Katégori Kompétisi Desain Kemasan.

SalakaKemasan· 2021

Theo Rebrand Primary Function: Pambungkusu' Coklat

ᨑᨗ Clarkmcdowall Inc

ᨀᨒᨗᨕᨙ: Clarkmcdowall

Pammènangngé A' Design Award Salaka ri Katégori Kemasan

23,483

Pammènangngé Anugérah Naparessoi

Paressoi Status Anugérah untu #112066

ᨒᨕᨚ ᨑᨗ ᨔᨗᨈᨘ ᨈᨗᨈ ᨑᨗ A' Design Award ᨔᨗᨕᨑ ᨄᨙᨑᨙ ᨅᨙᨍᨗ ᨄᨂᨑᨁ

ᨓᨑᨊ

ᨉᨙᨔᨕᨗᨊᨙ

ᨄᨙᨑᨗᨖᨒ Theo Rebrand Primary Function: Pambungkusu' Coklat

Theo Rebrand iyanaritu séddi program pambungkusu' sibawa visual identity untu' séddi merek coklat fair-trade, bean-to-bar. Iyaé desain-é napaké séddi cércé' cé' iya makessing selaku tellongeng untu' mappedecéngi rasa sibawa selaku pappannessa kepandaiang iya monro ri munri coklat premium-é. Séddi latar puté mappétunju' assérowang iya mapaccing sibawa apaccingenna bahang-bahang, nenniya mabbantu bungkusu'-é napojji-pojji ri lamariné. Batangna coklat kira-kira 3 kali 6 inci lebbarenna nenniya napaké bungkusu' kertasa' sibawa lapisang foil ri lalengna. Cangkiri-cangkiri' kira-kira 2 kali 4 inci lebbarenna nenniya napaké flow wrap ri substrat matte-é. Akkatta-na iyanaritu untu' massijollo standar iya matanré sibawa rasa iya makessing.

ᨄᨂᨑᨁᨙ

ᨄᨙᨑᨗᨖᨒ A' Design Award Salaka

Theo Rebrand Primary Function: Pambungkusu' Coklat iyanaritu pakoro A' Design Award Salaka, pakalebbi iya malompo tongeng iya ripabbere ri desain tingkak pole, cantik sibawa mappakita. Pakoro Salaka iyanaritu karya iya macennning tongeng sibawa kreatif iya mappakita keahlian, bakat sibawa ketajaman pikkiran tau mabbuat. Theo Rebrand Primary Function: Pambungkusu' Coklat ripakkirangngi mancaji karya iya magello, mancaji pakkitaang, profesional sibawa inovatif iya dalleng. Desain pakoro A' Design Award Salaka iyae iyanaritu penemuan iya lebbi riissengngi sibawa ripuji, iya pawangekeng sibawa mappalaong wates seni, sains, desain sibawa teknologi. Theo Rebrand Primary Function: Pambungkusu' Coklat iyanaritu ciptaan iya riennengi tau maega, iya mappabbura keinginan, mappabbere perasaan makessing sibawa mappabbentuk ketakjuban.

ᨑᨗ ᨆᨘᨋᨗᨊᨙ ᨉᨙᨔᨕᨗ

ᨀᨗ ᨄᨙᨑᨙ

ᨀᨑᨙᨉᨗ, ᨕᨂᨚᨈ ᨈᨗᨆ ᨔᨗᨅᨓ ᨑᨗᨏᨗ ᨈᨙᨀᨊᨗ ᨊᨄᨓᨙᨑᨙ ᨑᨗ ᨉᨙᨔᨕᨗᨊᨑᨙ.

Sipa Khas: Theo Chocolate pioneered fair-trade, bean-to-bar chocolate. But when new players came along and fair trade was table stakes, it was time to differentiate. Consumers wanted their choice in chocolate to be simple. We needed to show the link between higher-standard chocolate and good taste. We clarified brand purpose, expanding their offerings through innovation. For design, we prioritized elements that were central to this story and developed a confident visual identity across the ecosystem
Ukurang & Kemasang: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tag: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Téknologi Produksi: The project started with a segmentation study to understand the premium chocolate category and consumer, including current and future Theo consumers. Following segmentation, we did a brand equities study to understand what elements were central, supporting and not relevant to Theo's study. From there, we defined a differentiated brand purpose and positioning platform which ultimately inspired the creative idea, Boldly Reimagined.
Tantangeng Désain: Growth had slowed and there was pressure to turn the brand back to positive growth quickly.Before reimagining Theo visually and verbally, we had to understand the premium chocolate consumer, the category and where they fit within it. We wanted to ensure we understood the role of the current brand equities before moving forward. Theo also had great attributes to communicate and part of the challenge was to prioritize the messages that were most meaningful to consumers.
Panélitiang: Research included an online consumer segmentation to understand the premium chocolate category and consumer, including current and future Theo consumers. For qualitative research, we did both ethnographies and brand equities research online to evaluate the role and meaning of key brand equities. The results included consumer segments, a bullseye consumer target profile, a core consumer insight, and a tangible brief with recommendations for brand evolution.
Inspirasi: Our design was inspired by Boldly Reimagined - bringing consumers closer to the layered beauty of responsibly sourced chocolate. We used the bold paint stroke as a window to taste discovery and an expression of the craft of premium chocolate. The white background suggests clean eating, purity of ingredients and allows the pack to cut through visual clutter on shelf. The paint stroke is a distinct element that stands out within the category. The Theo brand mark itself of idiosyncratic quality.
Wettu Proyék: 6 months from kickoff to delivery of final packaging.
Alur Opérasi: Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past 6 months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during COVID-19. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019.
Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past six months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during the COVID-19 crisis. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019.
Paténg: N/A
Anggota Tim: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Krédit Gambar: David Estep