Theo Rebrand Primary Function: Marufin Cakulan daga Clarkmcdowall Inc

Zane Theo Rebrand Primary Function: Marufin Cakulan daga Clarkmcdowall Inc mai nasara ne mai daraja sosai na 2021 Kyautar A' Design Award ta Azurfa a Rukunin Gasar Ƙirar Kunshin Kaya.

AzurfaKunshin Kaya· 2021

Theo Rebrand Primary Function: Marufin Cakulan

daga Clarkmcdowall Inc

Abokin Ciniki: Clarkmcdowall

Mai Nasarar Kyautar A' Design Award ta Azurfa a Rukunin Kunshin Kaya

23,483

Mai Nasara da Aka Tabbatar

Tabbatar da Matsayin Kyauta na #112066

Ziyarci Shafin Duba a A' Design Award Sanarwar Manema Labarai Alamar Kyauta

Launuka

Ƙirar

Game da Theo Rebrand Primary Function: Marufin Cakulan

Book Text: Theo Rebrand shiri ne na marufi da tsarin ganin gani ga wani nau'in cakulan mai adalcin ciniki, wanda ake yin sa daga wake har zuwa sanda. Zanen ya yi amfani da wata ƙwaƙƙwaran bugun fenti a matsayin taga zuwa gano ɗanɗano da kuma a matsayin nunin sana'ar da ke bayan cakulan mai inganci. Farin bango yana nuni da cin abinci mai tsafta da tsabtar sinadaran, kuma yana taimakawa marufin su fito fili a kan kanti. Sandunan suna kusan inci 3 zuwa 6 kuma suna amfani da nannaɗe na takarda tare da wani sashi na cikin da aka yi da foil. Kofunan suna kusan inci 2 zuwa 4 kuma suna amfani da nannaɗen kwarara a kan wani abu marar walƙiya. Manufar ita ce a haɗa ƙa'idodi masu girma da kyakkyawan ɗanɗano.

Amincewa

Game da Kyautar A' Design Award ta Azurfa

Zanen Theo Rebrand Primary Function: Marufin Cakulan ya lashe Kyautar A' Design Award ta Azurfa, wata karramawa mai tsananin daraja da ake bai wa zane-zane na matakin koli, masu kyau sosai kuma masu burgewa. Waɗanda suka lashe kyautar Azurfa ayyuka ne masu haske sosai da ƙirƙira mai yawa waɗanda ke nuna ƙwarewa, baiwa da kaifin tunanin masu zanensu. Ana sa ran zanen Theo Rebrand Primary Function: Marufin Cakulan ya zama aiki mai ban mamaki, abin koyi, mai ƙwarewa sosai kuma mai ƙirƙire-ƙirƙire mai zurfi. Wannan zane da ya lashe Kyautar A' Design Award ta Azurfa ƙirƙira ce mai abin lura sosai, da ake sha'awa, wacce ke amfanar da kuma kai iyakokin fasaha, kimiyya, zane da fasahar zamani gaba. Zanen Theo Rebrand Primary Function: Marufin Cakulan ƙirƙira ce da ake yi wa hassada sosai wacce ke tada sha'awa, tana kawo jin daɗi kuma tana haifar da mamaki da al'ajabi.

Bayan Ƙirar

Kayan Manema Labarai

Bayanin ƙungiyar, membobinta da cikakkun bayanai na fasaha da mai ƙirar ya bayar.

Siffofi Na Musamman: 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
Girma da Fakitin: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Kalmomin Alama: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Fasahar Samarwa: 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.
Ƙalubalen Zane: 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.
Bincike: 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.
Wahayi: 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.
Tsawon Lokacin Aikin: 6 months from kickoff to delivery of final packaging.
Tsarin Aiki: 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.
Haƙƙoƙin Ƙirƙira: N/A
Mambobin Ƙungiya: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Godiyar Hotuna: David Estep