Theo Rebrand Envases para chocolate de Clarkmcdowall Inc

El diseño Theo Rebrand Envases para chocolate de Clarkmcdowall Inc es un ganador altamente estimado del prestigioso 2021 A' Design Award de Plata en la categoría de competición Diseño de Envases.

PlataEnvases· 2021

Theo Rebrand Envases para chocolate

de Clarkmcdowall Inc

Cliente: Clarkmcdowall

Ganador del A' Design Award de Plata en la Categoría Envases

22,662

Ganador de Premio Verificado

Verificar Estado del Premio para #112066

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El Diseño

Acerca de Theo Rebrand Envases para chocolate

Theo Rebrand es un programa de packaging e identidad visual para una marca de chocolate de comercio justo elaborado del grano a la barra (bean-to-bar). El diseño emplea una pincelada audaz como ventana al descubrimiento del sabor y como expresión del oficio artesanal que hay detrás del chocolate premium. El fondo blanco sugiere una alimentación limpia y la pureza de los ingredientes, además de ayudar a que los envases destaquen en el lineal. Las barras miden aproximadamente 3 por 6 pulgadas y utilizan un envoltorio de papel con una capa interior de aluminio. Los vasitos miden aproximadamente 2 por 4 pulgadas y emplean un envasado flow pack sobre un sustrato mate. El objetivo es vincular los estándares más altos con el buen gusto.

El Reconocimiento

Acerca del A' Design Award de Plata

Theo Rebrand Envases para chocolate ha ganado el A' Design Award de Plata, un reconocimiento extraordinariamente prestigioso concedido a diseños de gama alta, magníficos e impresionantes. Los ganadores de Plata son obras tremendamente brillantes y sumamente creativas que ilustran la destacada experiencia, el talento y la agudeza de sus diseñadores. Se espera que Theo Rebrand Envases para chocolate sea una obra maravillosa y emblemática, notablemente profesional y profundamente innovadora. Este diseño ganador del A' Design Award de Plata es una invención muy notable y admirada que beneficia y hace avanzar las fronteras del arte, la ciencia, el diseño y la tecnología. Theo Rebrand Envases para chocolate es una creación enormemente envidiada que evoca deseos, aporta sentimientos positivos y despierta asombro y admiración.

Detrás del Diseño

Kit de Prensa

Créditos, miembros del equipo y detalles técnicos proporcionados por el diseñador.

Propiedades Únicas: 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
Dimensiones y Embalaje: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etiquetas: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tecnología de Producción: 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.
Desafío de Diseño: 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.
Investigación: 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.
Inspiración: 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.
Duración del Proyecto: 6 months from kickoff to delivery of final packaging.
Flujo de Operación: 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.
Patentes: N/A
Miembros del Equipo: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Créditos de Imagen: David Estep