Tha Plant Selected Pacáistíocht do Dheoch Bhunaithe ar Phlandaí le Blackandgold Shanghai na bhuannaiche air leth urramach anns an fharpais chliùitich 2022 Duais Umha A' Design Award ann an Roinn Farpais Dealbhadh Pacaidh.
UmhaPacadh· 2022
Plant Selected Pacáistíocht do Dheoch Bhunaithe ar Phlandaí
Neach-ceannach: Yili Group
Buannaiche Duais Umha A' Design Award ann an Roinn Pacadh
Buannaiche Duais Dearbhaichte
Dearbhaich Inbhe na Duaise airson #126422An Dealbhadh
Mu dheidhinn Plant Selected Pacáistíocht do Dheoch Bhunaithe 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 matt, agus tomhaiseann sé 60 mm ar leithead, 60 mm ar doimhneacht agus 177 mm ar airde. Leanann an dearadh stíl mhionlaghdaitheach atá spreagtha ag dearadh Lochlannach, le limistéar mór spáis bháin. Léirítear an príomhbhuntáiste, 6 ghram próitéine in aghaidh gach 100 milleilítear, go soiléir. Úsáideann go leor deochanna bunaithe ar phlandaí grafaicí gnóthacha a thaispeánann comhábhair agus íomhánna táirge. Tá leagan amach ciúin Plant Selected beartaithe le seasamh amach ar an tseilf agus an deoch a chur i láthair mar chothú veganach.
An Aithneachadh
Mu dheidhinn Duais Umha A' Design Award
Tha Plant Selected Pacáistíocht do Dheoch Bhunaithe ar Phlandaí air Duais Umha A' Design Award a bhuannachadh, aithneachadh gu math urramach a bheirear do dhealbhaidhean sònraichte a tha air an comharrachadh le cruthachalachd, innleachd agus geurchuis. Tha buannaichean Umha nan obraichean gu math sgileil agus gu sònraichte cruthachail a dhearbhas eòlas farsaing, mac-meanmna agus tapachd an luchd-dealbhaidh. Thathar an dùil gum bi Plant Selected Pacáistíocht do Dheoch Bhunaithe ar Phlandaí na nì air a bheil mòran meas, ion-mholta agus gràdhach, a tha gu sònraichte proifeiseanta agus ùr-ghnàthach. Tha an dealbhadh seo a bhuannaich Duais Umha A' Design Award a' cur nan cleachdaidhean as fheàrr ann an ealain, saidheans, dealbhadh agus teicneolas an gnìomh, agus tha e sàr-mhath airson an aire do mhion-fhiosrachadh. Bidh Plant Selected Pacáistíocht do Dheoch Bhunaithe ar Phlandaí a' sàsachadh fheumalachdan gu h-iongantach, a' suathadh ri miannan, a' tàladh faireachdainnean agus a' togail fiosrachd.
Air Cùl an Dealbhaidh
Pasgan Naidheachd
Creideasan, buill sgioba agus fiosrachadh teicnigeach a chuir an dealbhaiche ri chèile.
- Feartan Sònraichte
- 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.
- Tomhasan & Pacadh
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tagaichean
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Teicneòlas Cinneasachaidh
- PET bottle covered with Matte film
- Dùbhlan Dealbhaidh
- 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.
- Rannsachadh
- 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.
- Brosnachadh
- 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.
- Faid a' Phròiseict
- In 2019, the project started in September and finished in January, 2020
- Sruth Obrachaidh
- 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.
- Buill na Sgioba
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Creideasan Dhealbhan
- All photos and video credits to blackandgold Shanghai, 2021.
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