Theo Rebrand Emballage de chocolat par Clarkmcdowall Inc

Le design Theo Rebrand Emballage de chocolat par Clarkmcdowall Inc est un lauréat très estimé du prestigieux 2021 A' Design Award d'Argent dans la catégorie Design d'Emballage.

ArgentEmballage· 2021

Theo Rebrand Emballage de chocolat

par Clarkmcdowall Inc

Client : Clarkmcdowall

Lauréat du A' Design Award d'Argent dans la catégorie Emballage

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Couleurs

Le Design

À propos de Theo Rebrand Emballage de chocolat

Theo Rebrand est un programme d'emballage et d'identité visuelle conçu pour une marque de chocolat issue du commerce équitable, élaborée « de la fève à la tablette ». Le design utilise un coup de pinceau audacieux comme fenêtre ouverte sur la découverte gustative et comme expression du savoir-faire qui se cache derrière un chocolat haut de gamme. Un fond blanc évoque une alimentation saine et la pureté des ingrédients, tout en permettant aux emballages de se démarquer en rayon. Les tablettes mesurent environ 3 sur 6 pouces et sont enveloppées dans un papier doublé d'une feuille d'aluminium. Les coupelles mesurent environ 2 sur 4 pouces et utilisent un emballage flow-pack sur un substrat mat. L'objectif est d'associer des standards plus élevés au bon goût.

La Reconnaissance

À propos du A' Design Award d'Argent

Theo Rebrand Emballage de chocolat est lauréat de l'A' Design Award d'Argent, une reconnaissance énormément prestigieuse décernée à des designs haut de gamme, superbes et impressionnants. Les lauréats Argent sont des œuvres tout à fait brillantes et extrêmement créatives qui illustrent l'expertise, le talent et la perspicacité remarquables de leurs concepteurs. Theo Rebrand Emballage de chocolat est censé être une œuvre merveilleuse, une vitrine de savoir-faire, remarquablement professionnelle et profondément innovante. Ce design lauréat de l'A' Design Award d'Argent est une invention très notable et admirée, qui sert l'art, la science, le design et la technologie et en repousse les limites. Theo Rebrand Emballage de chocolat est une création très enviée qui éveille les désirs, apporte des sentiments positifs et suscite émerveillement et étonnement.

Les coulisses du design

Dossier de presse

Crédits, membres de l'équipe et détails techniques fournis par le designer.

Propriétés Uniques: 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
Dimensions & Emballage: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Mots-Clés: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Technologie de Production: 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.
Défi de Conception: 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.
Recherche: 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.
Durée du Projet: 6 months from kickoff to delivery of final packaging.
Flux Opérationnel: 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.
Brevets: N/A
Membres de l'Équipe: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Crédits Images: David Estep