Plant Selected Aikin Farko: Fakitin Abin Sha na Tushen Shuka by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Kyautar A' Design Award ta Tagulla in Ƙirar Kunshin Kaya Competition Category.
TagullaKunshin Kaya· 2022
Plant Selected Aikin Farko: Fakitin Abin Sha na Tushen Shuka
Client: Yili Group
Kyautar A' Design Award ta Tagulla Winner in Kunshin Kaya Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Aikin Farko: Fakitin Abin Sha na Tushen Shuka
Rubutun Littafi: Plant Selected fakiti ne na abin sha wanda aka samar da shi daga tushen shuka. Kwalbar an yi ta da PET kuma an lulluɓe ta da fim mai kodadde (matte), tana da faɗin 60 mm, zurfin 60 mm da tsayin 177 mm. Zanen ya bi salon sauƙi (minimalist) wanda ya samo asali daga zanen Scandinavia, tare da fili mai fadi na fararen sarari. Muhimmin fa'idar, wato gram 6 na furotin a cikin milliliters 100, an bayyana shi a fili. Abubuwan sha da yawa na tushen shuka suna amfani da hotuna masu cikakken bayani da suke nuna sinadarai da hotunan kayayyaki. Tsarin nutsuwa na Plant Selected an tsara shi domin ya bambanta a kan kanti kuma ya gabatar da abin sha a matsayin abinci mai gina jiki na vegan.
The Recognition
About the Kyautar A' Design Award ta Tagulla
Zanen Plant Selected Aikin Farko: Fakitin Abin Sha na Tushen Shuka ya lashe Kyautar A' Design Award ta Tagulla, wata karramawa mai tsananin daraja da ake bai wa zane-zane na musamman waɗanda ke da ƙirƙira, basira da hikima. Waɗanda suka lashe kyautar Tagulla kayayyakin fasaha ne masu ƙwarewa da ƙirƙira mai ban mamaki waɗanda ke tabbatar da babban gogewa, tunani da dabarun masu zanensu. Ana sa ran zanen Plant Selected Aikin Farko: Fakitin Abin Sha na Tushen Shuka ya zama abu da ake girmamawa sosai, ake sha'awa da ƙauna, mai ƙwarewa da ƙirƙire-ƙirƙire. Wannan zane da ya lashe Kyautar A' Design Award ta Tagulla yana haɗa mafi kyawun ayyuka a fasaha, kimiyya, zane da fasahar zamani, kuma yana da kyau saboda kulawarsa ga cikakkun bayanai. Zanen Plant Selected Aikin Farko: Fakitin Abin Sha na Tushen Shuka yana biyan buƙatu da kyau, yana taɓa sha'awa, yana jan hankalin zukata kuma yana jawo sha'awar sani.
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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