Theo Rebrand Ĉokolada Pakumo de Clarkmcdowall Inc

La dizajno Theo Rebrand Ĉokolada Pakumo de Clarkmcdowall Inc estas tre estimata gajninto de la prestiĝa 2021 Arĝenta A' Design Award en la Konkursa Kategorio Pakada Dezajno.

ArĝentoPakado· 2021

Theo Rebrand Ĉokolada Pakumo

de Clarkmcdowall Inc

Kliento: Clarkmcdowall

Gajninto de Arĝenta A' Design Award en la Kategorio Pakado

23,483

Kontrolita Premiogajninto

Kontroli Premiostaton por #112066

Viziti Retejon Vidi ĉe A' Design Award Gazetara Komuniko Premia Insigno

Koloroj

La Dezajno

Pri Theo Rebrand Ĉokolada Pakumo

Theo Rebrand estas programo pri pakumo kaj vida identeco por justkomerca, faba-al-tabuleta ĉokolada marko. La dezajno uzas kuraĝan penikstrekon kiel fenestron al gusta malkovro kaj kiel esprimon de la metio malantaŭ altkvalita ĉokolado. Blanka fono sugestas puran manĝadon kaj purecon de ingrediencoj, kaj helpas la pakaĵojn elstari sur la breto. Tabuletoj mezuras ĉirkaŭ 3 per 6 colojn kaj uzas paperan ĉirkaŭvolvaĵon kun folia interna tavolo. Tasoj mezuras ĉirkaŭ 2 per 4 colojn kaj uzas fluan volvaĵon sur mata substrato. La celo estas ligi pli altajn normojn kun bona gusto.

La Agnosko

Pri la Arĝenta A' Design Award

Theo Rebrand Ĉokolada Pakumo estas gajninto de la Arĝenta A' Design Award, grandege prestiĝa rekono donata al plejklasaj, belegaj kaj impresaj dezajnoj. La Arĝentaj gajnintoj estas treege brilaj kaj treege kreemaj verkoj, kiuj ilustras la elstaran sperton, talenton kaj sagacon de siaj dezajnistoj. Oni atendas, ke Theo Rebrand Ĉokolada Pakumo estu mirinda, montrinda verko, kiu estas rimarkinde profesia kaj profunde nova. Ĉi tiu dezajno gajninta la Arĝentan A' Design Award estas tre rimarkinda, admirata inventaĵo, kiu profitigas kaj antaŭenigas la limojn de arto, scienco, dezajno kaj teknologio. Theo Rebrand Ĉokolada Pakumo estas vaste enviata kreaĵo, kiu vekas dezirojn, alportas pozitivajn sentojn kaj ekbrilas miron kaj mirigon.

Malantaŭ la Dezajno

Gazetara Dosiero

Kreditoj, teamanoj kaj teknikaj detaloj provizitaj de la dezajnisto.

Unikaj Ecoj: 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
Dimensioj kaj Pakado: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etikedoj: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Produkta Teknologio: 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.
Dizajna Defio: 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.
Esplorado: 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.
Inspiro: 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.
Projekta Daŭro: 6 months from kickoff to delivery of final packaging.
Funkcia Fluo: 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.
Patentoj: N/A
Teamanoj: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Bildaj Kreditoj: David Estep