Theo Rebrand Chocolate Ñemboryru Clarkmcdowall Inc omba'apóva

Theo Rebrand Chocolate Ñemboryru Clarkmcdowall Inc omba'apóva ha'e rembiporuarã oñemba'eguaséva 2021 A' Design Award Pláta pegua Mba'eñongatuha Jejapo Ñeha'ã Categoría-pe.

PlátaMba'eñongatuha· 2021

Theo Rebrand Chocolate Ñemboryru

Clarkmcdowall Inc -gua

Mba'eporuhára: Clarkmcdowall

A' Design Award Pláta Rembiporuarã Mba'eñongatuha Categoría-pe

23,483

Premio Rembiporuarã Oñemoneĩva

Emoneĩ Premio Reko #112066 Peg̃ua

Eike Tendápe Ehecha A' Design Award-pe Marandu Myasãi Mba'ete Jeguerohory

Sa'y

Diseño

Theo Rebrand Chocolate Ñemboryru Rehegua

Theo Rebrand ha'e peteĩ ñemboryru ha techapyrã rekokatu apopy peteĩ ñemuha rehegua chocolate comercio hekojojávape, kumandágui hasy peve ojejapóva. Ko apopy oiporu peteĩ mbosa'y pyta mbaretete ovetã ramo tembi'u ojekuaa haguã ha ojehechauka haguã pe apopyre oĩva chocolate iporãvévape guarã. Peteĩ hu'ãkuéra morotĩ ohechauka tembi'u potĩ ha temiandu ky'a'ỹ, ha oipytyvõ umi ñemboryru ojehechauka porã haguã estántepe. Umi bára ipyrusu 3 metrísape 6 metrísape rupi ha oiporu peteĩ kuatia ñemama peteĩ foil ryepy reheve. Umi vása ipyrusu 2 metrísape 4 metrísape rupi ha oiporu peteĩ flow wrap peteĩ substrato matévape. Pe temoñondúva ha'e ojoaju haguã umi estándar yvategua tembi'u he'ẽporã reheve.

Jeguerohory

A' Design Award Pláta Rehegua

Theo Rebrand Chocolate Ñemboryru ohupyty A' Design Award Pláta, peteĩ ñehechakuaa extraordinariamente prestigioso oñeme'ẽva diseño de primera línea, hechapyrãva ha impresionante-pe. Umi ganador Pláta ha'e tembiapo brillante ha heta creativo ohechaukáva expertise, talento ha agudeza sobresaliente umi diseñador-pe. Oñeha'ãrõ Theo Rebrand Chocolate Ñemboryru ha'eha peteĩ tembiapo maravilloso, ejemplar, profesional ha innovador pypukuvéva. Ko diseño ohupytýva A' Design Award Pláta ha'e invento ojehechakuaáva ha ojehayhúva ohepyme'ẽva ha ombohasáva límite arte, ciencia, diseño ha tecnología rehegua. Theo Rebrand Chocolate Ñemboryru ha'e creación heta ojeenvidiáva omokyre'ỹva ipotapy, ome'ẽva sentimiento positivo ha omoheñóiva maravilla ha sorpresa.

Diseño Rapykuéri

Marandu Aty

Diseñador ome'ẽva'ekue crédito, aty pegua ha mba'e técnico.

Mba'e Iñambuéva: 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
Tuichakue ha Ñemyenyhẽ: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Ñe'ẽ Rape: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Ñeapopy Tecnología: 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.
Diseño Jepy'apy: 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.
Ñesẽheka: 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.
Inspiración: 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.
Proyecto Ára Tuichakue: 6 months from kickoff to delivery of final packaging.
Mba'apo Rape: 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.
Patente-kuéra: N/A
Aty Rembiguái: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Ta'ãnga Mba'eñemoneĩ: David Estep