Plant Selected Kemasang Inuman Berbasis Tanang-tanang by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Tambaga in Desain Kemasan Competition Category.
TambagaKemasan· 2022
Plant Selected Kemasang Inuman Berbasis Tanang-tanang
Client: Yili Group
A' Design Award Tambaga Winner in Kemasan Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Kemasang Inuman Berbasis Tanang-tanang
Plant Selected iyanaritu kemasang untuk inuman berbasis tanang-tanang. Botolo'na rijjama' polé ri PET sibawa ricakkoi lamming mate, sibawa ukurang 60 mm lowa, 60 mm mabuku, sibawa 177 mm matanré. Desain'na maccowériwi gaya minimalis iya riilhamiwi polé ri desain Skandinavia, sibawa ammusureng bosara pute iya malowa. Asé-asénna kojo, iyanaritu 6 gram protéing ri tungke' 100 milliliter, ripaissengngi sicaromoni. Maéga inuman berbasis tanang-tanang pake grafik iya maréwo iya mappaitangngi bahang-bahang sibawa gambara' produk. Susunang mario-rio Plant Selected ripattuju untuk mallengngeng ri rak sibawa mappaita inuma iyaro selaku gizi vegang.
The Recognition
About the A' Design Award Tambaga
Plant Selected Kemasang Inuman Berbasis Tanang-tanang iyanaritu pakoro A' Design Award Tambaga, pakalebbi iya malompo tongeng iya ripabbere ri desain luar biasa iya riissengngi nasaba kreativitas, kecerdikan sibawa ketajaman. Pakoro Tambaga iyanaritu artefak iya terampil sibawa mappabbura kreatif iya mappabbentuk pengalaman iya maega, imajinasi sibawa kecerdikan tau mabbuat. Plant Selected Kemasang Inuman Berbasis Tanang-tanang ripakkirangngi mancaji objek iya ripakalebbi, ripuji sibawa rirennu, profesional sibawa inovatif. Desain pakoro A' Design Award Tambaga iyae mappasilaong praktik tepat ri seni, sains, desain sibawa teknologi sibawa makessing nasaba perhatiannna ri detail. Plant Selected Kemasang Inuman Berbasis Tanang-tanang mappabbura kebutuhan makessing, mappakkela keinginan, mappabbentuk perasaan sibawa mappabbura rasa penasaran.
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.
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
