Theo Rebrand Imballaghju di Cioccolatu da Clarkmcdowall Inc

U designu Theo Rebrand Imballaghju di Cioccolatu da Clarkmcdowall Inc hè un vincitore altamente stimatu di u prestigiosu premiu 2021 A' Design Award d'Argentu in a Categuria di Cumpetizione Disignu di Imballaghju.

ArgentuImballaghju· 2021

Theo Rebrand Imballaghju di Cioccolatu

da Clarkmcdowall Inc

Cliente: Clarkmcdowall

Vincitore di u premiu A' Design Award d'Argentu in a Categuria Imballaghju

22,662

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U Cuncepimentu

À propositu di Theo Rebrand Imballaghju di Cioccolatu

Theo Rebrand hè un prugramma d'imballaghju è d'identità visuale per una marca di cioccolatu di cummerciu equu, fatta da a fava à a tavuletta. U disignu impiega una pennellata forte cum'è una finestra versu a scuperta di u gustu è cum'è un'espressione di u mistieru daретう premium cioccolatu. Un fondu biancu suggerisce un'alimentazione sana è a purezza di l'ingredienti, è aiuta i pacchetti à distinguesi in u scaffale. E tavulette misuranu circa 3 per 6 pollici è impieganu un incartu di carta cù un stratu internu d'aluminiu. E tazze misuranu circa 2 per 4 pollici è impieganu un flow wrap nantu à un supportu opacu. U scopu hè di ligà standard più alti cù un bonu gustu.

U Ricunnoscimentu

À propositu di u A' Design Award d'Argentu

Theo Rebrand Imballaghju di Cioccolatu hè un vincitore di u premiu A' Design Award d'Argentu, una ricunniscenza straordinariamente prestigiosa attribuita à i disegni di alta gamma, splendidi è impressiunanti. I vincitori d'Argentu sò opere tremendamente brillanti è estremamente creative chì illustranu l'espertisa, u talentu è l'acutezza eccezziunali di i so disegnatori. Si aspetta chì Theo Rebrand Imballaghju di Cioccolatu sia una opera maravigliosa di mostra, rimarchevulemente prufessiunale è prufondamente innuvatrice. Stu disegnu vincitore di u premiu A' Design Award d'Argentu hè una invenzione assai nutevule è ammirata chì benefizia è allarga i limiti di l'arte, di a scienza, di u disegnu è di a tecnulugia. Theo Rebrand Imballaghju di Cioccolatu hè una creazione assai invidiata chì evoca disideri, introduce sentimenti pusitivi è accende stupore è maraviglia.

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Pruprietà Uniche: 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
Dimensioni è Imballaghju: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etichette: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tecnulugia di Pruduzzione: 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.
Sfida di Designu: 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.
Ricerca: 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.
Ispirazione: 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.
Durata di u Prugettu: 6 months from kickoff to delivery of final packaging.
Flussu Operativu: 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.
Brevetti: N/A
Membri di a Squadra: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Crediti d'Imagine: David Estep