Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled gan Clarkmcdowall Inc

Mae Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled gan Clarkmcdowall Inc yn enillydd uchel ei barch o'r 2021 Gwobr Arian A' Design Award mawreddog iawn yng Nghategori Cystadleuaeth Dylunio Pecynnu.

ArianPecynnu· 2021

Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled

gan Clarkmcdowall Inc

Cleient: Clarkmcdowall

Enillydd Gwobr Arian A' Design Award yn y Categori Pecynnu

22,662

Enillydd Gwobr Wedi'i Wirio

Gwirio Statws Gwobr ar gyfer #112066

Ymweld â'r Wefan Gweld yn A' Design Award Datganiad i'r Wasg Bathodyn Gwobr

Lliwiau

Y Dyluniad

Am Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled

Testun y Llyfr: Mae Theo Rebrand yn rhaglen pecynnu a hunaniaeth weledol ar gyfer brand siocled masnach deg, o'r ffeuen i'r bar. Mae'r dyluniad yn defnyddio strôc baent feiddgar fel ffenestr i ddarganfod blas ac fel mynegiant o'r grefft y tu ôl i siocled premiwm. Mae cefndir gwyn yn awgrymu bwyta glân a phurdeb cynhwysion, ac yn helpu'r pecynnau i sefyll allan ar y silff. Mae'r barrau'n mesur tua 3 wrth 6 modfedd ac yn defnyddio gorchudd papur gyda haen fewnol o ffoil. Mae'r cwpanau'n mesur tua 2 wrth 4 modfedd ac yn defnyddio llif-lapiad ar sylwedd mat. Y nod yw cysylltu safonau uwch â chwaeth dda.

Y Gydnabyddiaeth

Am y Gwobr Arian A' Design Award

Mae Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled yn enillydd Gwobr Arian A' Design Award, cydnabyddiaeth hynod fawreddog a roddir i ddyluniadau o'r radd uchaf, hardd a thrawiadol. Mae enillwyr Arian yn weithiau tra disglair a hynod greadigol sydd yn darlunio arbenigedd, dawn a chraffter rhagorol eu dylunwyr. Disgwylir i Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled fod yn waith gwych ac esiampl, yn nodedig o broffesiynol ac yn ddwfn arloesol. Mae'r dyluniad buddugol hwn o Wobr Arian A' Design Award yn ddyfais hynod nodedig a edmygir sydd yn elwa ac yn symud ymlaen ffiniau celf, gwyddoniaeth, dylunio a thechnoleg. Mae Theo Rebrand Prif Swyddogaeth: Pecynnu Siocled yn greadigaeth y cenfigennir wrthi yn eang, sydd yn deffro dyheadau, yn cyflwyno teimladau cadarnhaol ac yn cynnau rhyfeddod a syndod.

Y Tu Ôl i'r Dyluniad

Pecyn i'r Wasg

Credydau, aelodau tîm a manylion technegol a ddarparwyd gan y dylunydd.

Priodweddau Unigryw: 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
Dimensiynau a Phecynnu: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tagiau: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Technoleg Cynhyrchu: 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.
Her Dylunio: 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.
Ymchwil: 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.
Ysbrydoliaeth: 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.
Hyd y Prosiect: 6 months from kickoff to delivery of final packaging.
Llif Gweithrediad: 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.
Patentau: N/A
Aelodau'r Tîm: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Cydnabyddiaeth Delweddau: David Estep