Plant Selected Pacáistíocht do Dheoch Bunaithe ar Phlandaí by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Duais Cré-umha A' Design Award in Dearadh Pacáistíochta Competition Category.
Cré-umhaPacáistíocht· 2022
Plant Selected Pacáistíocht do Dheoch Bunaithe ar Phlandaí
Client: Yili Group
Duais Cré-umha A' Design Award Winner in Pacáistíocht Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Pacáistíocht do Dheoch Bunaithe ar Phlandaí
Is éard atá i gceist le Plant Selected ná pacáistíocht do dheoch atá bunaithe ar phlandaí. Tá an buidéal déanta as PET agus clúdaithe le scannán mata, agus tá sé 60 mm ar leithead, 60 mm ar doimhneacht agus 177 mm ar airde. Leanann an dearadh stíl mhionimeanach atá spreagtha ag dearadh Lochlannach, le limistéar mór spáis bháin. Luaitear go soiléir an buntáiste is tábhachtaí, 6 ghram próitéine in aghaidh gach 100 milliolítear. Úsáideann go leor deochanna bunaithe ar phlandaí grafaicí gnóthacha a thaispeánann comhábhair agus íomhánna táirge. Tá sé i gceist ag leagan amach ciúin Plant Selected seasamh amach ar an tseilf agus an deoch a chur i láthair mar chothú veганach.
The Recognition
About the Duais Cré-umha A' Design Award
Bhuaigh an dearadh Plant Selected Pacáistíocht do Dheoch Bunaithe ar Phlandaí Duais Cré-umha A' Design Award, aitheantas an-ghradamach a bhronntar ar dhearaí sármhaithe a mbíonn cruthaitheacht, aireagacht agus géarchúis mar shaintréithe acu. Is déantúsáin ghlic agus chruthaitheacha go suntasach iad buaiteoirí Cré-umha a dhearbhaíonn taithí fhairsing, samhlaíocht agus acmhainneacht a ndearthóirí. Táthar ag súil go mbeidh an dearadh Plant Selected Pacáistíocht do Dheoch Bunaithe ar Phlandaí ina rud a bhfuil an-mheas air, a n-ardaítear agus a ghráitear, atá thar a bheith gairmiúil agus nuálach. Ionchorpraíonn an dearadh seo a bhuaigh Duais Cré-umha A' Design Award na cleachtais is fearr san ealaín, san eolaíocht, sa dearadh agus sa teicneolaíocht, agus tá sé sármhaith as a aird ar mhionsonraí. Sásaíonn an dearadh Plant Selected Pacáistíocht do Dheoch Bunaithe ar Phlandaí riachtanais go hálainn, bainíonn sé le mianta, cuireann sé draíocht ar mhothúcháin agus tarraingíonn sé fiosracht.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- 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.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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