Plant Selected Ferpakking foar Plantaardige Dranken troch Blackandgold Shanghai

Plant Selected Ferpakking foar Plantaardige Dranken troch Blackandgold Shanghai is in heech wurdearre winner fan de tige prestizjeuze 2022 A' Design Award yn Brûns yn de kompetysje-kategory Ferpakkingsûntwerp.

BrûnsFerpakking· 2022

Plant Selected Ferpakking foar Plantaardige Dranken

troch Blackandgold Shanghai

Klant: Yili Group

A' Design Award yn Brûns Winner yn de kategory Ferpakking

12,706

Ferifiearre Priiswinner

Ferifiearje Prisstatus foar #126422

Besjoch by A' Design Award Parseberjocht Priisbadge

Kleuren

It Untwerp

Oer Plant Selected Ferpakking foar Plantaardige Dranken

Plant Selected is ferpakking foar in plantaardige drank. De fles is makke fan PET en bedekt mei in matte film, en mjit 60 mm breed, 60 mm djip en 177 mm heech. It ûntwerp folget in minimalistyske styl ynspirearre troch Skandinavysk ûntwerp, mei in grut wyt flak. It wichtichste foardiel, 6 gram aaiwyt per 100 millilીter, wurdt dúdlik oanjûn. In protte plantaardige dranken brûke drokke grafyk dy't yngrediïnten en produktôfbyldingen sjen litte. De rêstige lay-out fan Plant Selected is bedoeld om op te fallen yn it skap en om de drank te presintearjen as veganistyske fieding.

De Erkenning

Oer de A' Design Award yn Brûns

Plant Selected Ferpakking foar Plantaardige Dranken is in winner fan de A' Design Award yn Brûns, in heech prestisjeuze erkenning foar treflike ûntwerpen dy't har ûnderskiede troch kreativiteit, fernuft en tûkens. Brûnswinners binne tige feardige en opfallend kreative artefakten dy't de grutte ûnderfining, ferbylding en betochtsumens fan har ûntwerpers befêstigje. Fan Plant Selected Ferpakking foar Plantaardige Dranken wurdt ferwachte dat it in tige heech achte, bewûndere en dierber objekt is dat opmerklik profesjoneel en ynnovatyf is. Dit winnende ûntwerp fan de A' Design Award yn Brûns yntegrearret de bêste praktiken yn keunst, wittenskip, ûntwerp en technology en is treflik om syn omtinken foar detail. Plant Selected Ferpakking foar Plantaardige Dranken foldocht behoeften prachtich, reitsjet winsken, betsjoeveret gefoelens en sprekt nijsgjirrigens oan.

Efter it Untwerp

Parsepakket

Credits, teamleden en technyske details levere troch de ûntwerper.

Unike Eigenskippen: In China, plant-based beverage market has become highly homogeneous, and the customer perceived value of these traditional drinks is low. Plant Selected enhances its perceived value by claiming itself as vegan nutrition provider, instead of communicating ingredients and authenticity just like competitors. When displayed on shelves, its minimalism packaging can stand out among the competitors with busy and conventional design code. Additionally, Plant Selected introduces the concept of Plant Milk to China market to compete with milk category.
Ofmjittingen & Ferpakking: Width 60 mm x Depth 60 mm x Height 177 mm
Labels: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Produksjetechnology: PET bottle covered with Matte film
Untwerpútdaging: Our goal is to reposition Plant Selected as vegan nutrition provider. Therefore, we need to find a way to not differentiate Plant Selected from traditional plant-based beverages but also show its nutrition superiority than milk (Plant Selected 6.0g/100mL vs milk 3.0-4.0g/100mL). To overcome this challenge, we looked forwards the products from other categories that communicates healthy lifestyle. Besides, we viewed the social media accounts of the healthy lifestyle influencers to find out what products they like to use in daily life.
Undersyk: To stand out among the fierce competition, Plant Selected switched its positioning from soy milk expert to vegan nutrition provider targeting at consumers caring about their health and shape. We gathered the insights from client research that the target audience focus on ingredients and benefits. Then, we did the desk research to understand the competitors as well as the design cue from other categories such as trendy 0 sugar yogurt, etc. We proposed several creative directions with design references and discussed with client to narrow down to one direction.
Ynspiraasje: The Plant Selected packaging is inspired by Scandinavian Design. To follow the rising health consciousness, clean label and 0 additives have become popular in food and beverage category. While the plant-based beverage category remains quite traditional. Therefore, we select the minimalism design to distinguish Plant Selected from other competitors and convey the brand promise of high protein and no additives by leaving a large area of white space.
Projektdoer: In 2019, the project started in September and finished in January, 2020
Operaasjestreamferrin: Plant-based beverages, especially soy milk, are quite popular in China. Their packaging are always presenting ingredient and product shot, highly homogeneous. Plant Selected's new packaging uses the minimalism design to stand out on the shelf. The key benefits are displayed on packaging directly. It creates a differentiation from competitors.
Teamleden: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Ofbyldingskrediten: All photos and video credits to blackandgold Shanghai, 2021.