Plant Selected Getränkeverpackung by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award in Bronze in Verpackungsdesign Competition Category.
BronzeVerpackung· 2022
Plant Selected Getränkeverpackung
Client: Yili Group
A' Design Award in Bronze Winner in Verpackung Category
Verified Award Winner
Verify Award Status for #134253The Design
About Plant Selected Getränkeverpackung
Plant Selected ist ein Verpackungsdesign für eine Reihe pflanzlicher Getränke. Als Behältnis dient eine mit mattem Film überzogene PET-Flasche mit 60 mm Breite, 60 mm Tiefe und 177 mm Höhe. Für das Sojagetränk kommt Grün zum Einsatz, für das Hafergetränk Blau. Der Produktname ist in einer großen englischen Schrift im Graffiti-Stil gesetzt, wobei goldene Sojabohnen und Haferkörner in die Buchstaben integriert sind. Der vollflächig eingefärbte Hintergrund bildet im Regal einen kraftvollen Farbblock. Die Produktvorteile sind im unteren Bereich platziert, um die Verbraucherinnen und Verbraucher zu informieren.
The Recognition
About the A' Design Award in Bronze
Plant Selected Getränkeverpackung ist Gewinner des A' Design Award in Bronze, einer hochprestigeträchtigen Anerkennung für herausragende Designs, die sich durch Kreativität, Einfallsreichtum und Scharfsinn auszeichnen. Bronze-Gewinner sind reichlich geschickte und auffallend kreative Artefakte, die die große Erfahrung, Fantasie und Findigkeit ihrer Designer belegen. Von Plant Selected Getränkeverpackung wird erwartet, dass es ein hochgeschätztes, bewundertes und geliebtes Objekt ist, das bemerkenswert professionell und innovativ ist. Dieses mit dem A' Design Award in Bronze prämierte Design verkörpert bewährte Verfahren in Kunst, Wissenschaft, Design und Technologie und ist hervorragend in seiner Liebe zum Detail. Plant Selected Getränkeverpackung befriedigt Bedürfnisse auf großartige Weise, berührt Wünsche, bezaubert Gefühle und spricht die Neugier an.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, plant-based Beverage, plant milk, China
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
- Research
- To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
- Inspiration
- The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
- Project Duration
- The project started in September, 2020 and the product is launched in March, 2021
- Operation Flow
- Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
- Patents
- All photos and video credits to blackandgold Shanghai, 2022.
- Team Members
- Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
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