Theo Rebrand Pacáistíocht Seacláide le Clarkmcdowall Inc

Tha Theo Rebrand Pacáistíocht Seacláide le Clarkmcdowall Inc na bhuannaiche air leth urramach anns an fharpais chliùitich 2021 Duais Airgid A' Design Award ann an Roinn Farpais Dealbhadh Pacaidh.

AirgeadPacadh· 2021

Theo Rebrand Pacáistíocht Seacláide

le Clarkmcdowall Inc

Neach-ceannach: Clarkmcdowall

Buannaiche Duais Airgid A' Design Award ann an Roinn Pacadh

23,483

Buannaiche Duais Dearbhaichte

Dearbhaich Inbhe na Duaise airson #112066

Tadhail air an Làrach Seall aig A' Design Award Brath Naidheachd Suaicheantas Duaise

Dathan

An Dealbhadh

Mu dheidhinn Theo Rebrand Pacáistíocht Seacláide

Is clár pacáistíochta agus féiniúlachta amhairc é Theo Rebrand do bhranda seacláide bean-to-bar a bhaineann le trádáil chothrom. Úsáideann an dearadh strioc phéinte dhána mar fhuinneog i dtreo aimsiú blaiseadh agus mar léiriú ar an gceardaíocht atá taobh thiar de sheacláid den scoth. Tugann cúlra bán le fios ithe glan agus íonacht na gcomhábhar, agus cabhraíonn sé leis na pacáistí seasamh amach ar an tseilf. Tomhaiseann na barraí thart ar 3 le 6 orlach agus úsáideann siad forfhilleadh páipéir le sraith inmheánach scragaill. Tomhaiseann na cupáin thart ar 2 le 4 orlach agus úsáideann siad forfhilleadh sreafa ar fhoshraith mhata. Is é an aidhm ná caighdeáin níos airde a nascadh le dea-bhlas.

An Aithneachadh

Mu dheidhinn Duais Airgid A' Design Award

Tha Theo Rebrand Pacáistíocht Seacláide air Duais Airgid A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean den chiad ìre, àlainn agus drùidhteach. Tha buannaichean Airgid nan obraichean anabarrach boillsgeach agus gu math cruthachail a nochdas sàr-eòlas, tàlant agus geurchuis an luchd-dealbhaidh. Thathar an dùil gum bi Theo Rebrand Pacáistíocht Seacláide na obair mhìorbhaileach, na sàr-eisimpleir a tha gu sònraichte proifeiseanta agus gu domhainn ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Airgid A' Design Award na innleachd glè fhaicsinneach, ion-mholta a bhrosnaicheas crìochan ealain, saidheans, dealbhaidh agus teicneolais. Tha Theo Rebrand Pacáistíocht Seacláide na chruthachadh air a bheil mòran eud, a dhùisgeas miannan, a bheir faireachdainnean math agus a thogas iongnadh is miorbhail.

Air Cùl an Dealbhaidh

Pasgan Naidheachd

Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.

Feartan Sònraichte: 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
Tomhasan & Pacadh: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tagaichean: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teicneòlas Cinneasachaidh: 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.
Dùbhlan Dealbhaidh: 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.
Rannsachadh: 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.
Brosnachadh: 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.
Faid a' Phròiseict: 6 months from kickoff to delivery of final packaging.
Sruth Obrachaidh: 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.
Peutantan: N/A
Buill na Sgioba: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Creideasan Dhealbhan: David Estep