Theo Rebrand Chokoladeemballage af Clarkmcdowall Inc

Theo Rebrand Chokoladeemballage af Clarkmcdowall Inc er en højt anset vinder af den meget prestigefyldte 2021 A' Design Award i Sølv i konkurrencekategorien Emballagedesign.

SølvEmballage· 2021

Theo Rebrand Chokoladeemballage

af Clarkmcdowall Inc

Klient: Clarkmcdowall

Vinder af A' Design Award i Sølv i kategorien Emballage

23,483

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Designet

Om Theo Rebrand Chokoladeemballage

Theo Rebrand er et emballage- og visuelt identitetsprogram for et fairtrade-chokolademærke, der laver chokolade fra bønne til bar. Designet bruger et dristigt malerstrøg som et vindue til smagsopdagelse og som et udtryk for håndværket bag premiumchokolade. En hvid baggrund antyder ren kost og rene ingredienser og hjælper emballagen med at skille sig ud på hylden. Barrerne måler cirka 3 gange 6 tommer og bruger et papiromslag med et indre lag af folie. Kopperne måler cirka 2 gange 4 tommer og bruger en flowpakning på et mat underlag. Formålet er at forbinde højere standarder med god smag.

Anerkendelsen

Om A' Design Award i Sølv

Theo Rebrand Chokoladeemballage er vinder af A' Design Award i Sølv, en usædvanligt prestigefyldt anerkendelse, der tildeles designs i topklasse, som er pragtfulde og imponerende. Sølvvinderne er enormt geniale og overordentlig kreative værker, der illustrerer deres designeres fremragende ekspertise, talent og skarpsindighed. Theo Rebrand Chokoladeemballage forventes at være et vidunderligt udstillingsværk, der er bemærkelsesværdigt professionelt og dybt innovativt. Dette design, der har vundet A' Design Award i Sølv, er en højst bemærkelsesværdig, beundret opfindelse, som gavner og flytter grænserne for kunst, videnskab, design og teknologi. Theo Rebrand Chokoladeemballage er en skabelse, som mange misunder, og som vækker begær, bringer positive følelser og antænder forundring og undren.

Bag Designet

Pressemappe

Credits, teammedlemmer og tekniske detaljer leveret af designeren.

Unikke Egenskaber: 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
Dimensioner & Emballage: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tags: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Produktionsteknologi: 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.
Designudfordring: 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.
Forskning: 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.
Inspiration: 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.
Projektvarighed: 6 months from kickoff to delivery of final packaging.
Driftsflow: 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.
Patenter: N/A
Teammedlemmer: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Billedkreditering: David Estep