Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide le Clarkmcdowall Inc

Is buaiteoir an-mheasúil den ghradam fíor-ardghradamach 2021 Duais Airgid A' Design Award sa Chatagóir Comórtais Dearadh Pacáistíochta é an dearadh Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide le Clarkmcdowall Inc.

AirgeadPacáistíocht· 2021

Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide

le Clarkmcdowall Inc

Cliant: Clarkmcdowall

Buaiteoir an ghradaim Duais Airgid A' Design Award sa Chatagóir Pacáistíocht

23,483

Buaiteoir Gradaim Fíoraithe

Fíoraigh Stádas Gradaim do #112066

Tabhair Cuairt ar an Suíomh Féach ag A' Design Award Preasráiteas Suaitheantas Gradaim

Dathanna

An Dearadh

Maidir le Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide

Is clár pacáistithe agus féiniúlachta amhairc é Theo Rebrand do bhranda seacláide cothrom-trádála, ó phónaire go barra. Baineann an dearadh úsáid as strác péinte dána mar fhuinneog chun blas a fhionnadh agus mar léiriú ar an gceardaíocht atá taobh thiar de sheacláid den scoth. Tugann cúlra bán le fios go bhfuil an t-ithe glan agus na comhábhair íon, agus cabhraíonn sé leis na paicéid seasamh amach ar an tseilf. Tá na barraí thart ar 3 orlach ar 6 orlach agus úsáideann siad clúdach páipéir le sraith istigh scragaill. Tá na cupáin thart ar 2 orlach ar 4 orlach agus úsáideann siad clúdach sreafa ar shubstráit mata. Is é an aidhm caighdeáin níos airde a nascadh le dea-bhlas.

An Aitheantas

Maidir leis an Duais Airgid A' Design Award

Bhuaigh an dearadh Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide Duais Airgid A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí ardchaighdeáin, álainn agus drámatach. Is saothair thar a bheith drithleacha agus an-chruthaitheach iad buaiteoirí Airgid a léiríonn saineolas, tallann agus géarchúis shármhaith a ndearthóirí. Táthar ag súil go mbeidh an dearadh Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide ina shaothar iontach, ina léiriú sampla, thar a bheith gairmiúil agus go domhain nuálach. Is aireagán an-suntasach, ionadmhuirthe é an dearadh seo a bhuaigh Duais Airgid A' Design Award a dhéanann leas do theorainneacha na healaíne, na heolaíochta, an deartha agus na teicneolaíochta agus a chuireann chun cinn iad. Is cruthú é an dearadh Theo Rebrand Príomhfheidhm: Pacáistiú Seacláide a bhfuil formad mór leis, a mhúsclaíonn mianta, a thugann mothúcháin dhearfacha agus a adhnann iontas agus ionadh.

Taobh Thiar den Dearadh

Pacáiste Preasa

Creidiúintí, baill foirne agus sonraí teicniúla curtha ar fáil ag an dearthóir.

Airíonna Uathúla: 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
Toisí & Pacáistiú: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Clibeanna: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teicneolaíocht Táirgthe: 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.
Dúshlán Deartha: 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.
Taighde: 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.
Inspioráid: 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.
Fad an Tionscadail: 6 months from kickoff to delivery of final packaging.
Sreabhadh Oibríochta: 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.
Paitinní: N/A
Baill Foirne: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Creidiúintí Íomhá: David Estep