Theo Rebrand ʻOihana Nui: Wahī Kokoleka by Clarkmcdowall Inc

Theo Rebrand ʻOihana Nui: Wahī Kokoleka by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 A' Design Award Kala in Hoʻolālā ʻUhi Competition Category.

KalaʻUhi· 2021

Theo Rebrand ʻOihana Nui: Wahī Kokoleka

by Clarkmcdowall Inc

Client: Clarkmcdowall

A' Design Award Kala Winner in ʻUhi Category

22,662

Verified Award Winner

Verify Award Status for #112066

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Theo Rebrand ʻOihana Nui: Wahī Kokoleka

Kikokikona Puke: ʻO Theo Rebrand kahi papahana wahī a me ka ʻike maka no kahi hōʻailona kokoleka kūʻai kūpono, mai ka pua a i ka pahu. Hoʻohana ka hoʻolālā i kahi kahi pena wiwo ʻole ma ke ʻano he puka i ka ʻike ʻana i ka ʻono a ma ke ʻano he hōʻike o ka hana no hope o ka kokoleka kūhelu. Hōʻike ke kua keʻokeʻo i ka ʻai maʻemaʻe a me ka maʻemaʻe o nā mea ʻōhua, a kōkua i ka hoʻokū ʻana o nā pahu ma luna o ka papa. He 3 a me 6 ʻīniha ka nui o nā pahu a hoʻohana i kahi wahī pepa me kahi papa kila i loko. He 2 a me 4 ʻīniha ka nui o nā kīʻaha a hoʻohana i kahi wahī kahe ma luna o kahi kumu mūhua. ʻO ka pahuhopu ka hoʻopili ʻana i nā kūlana kiʻekiʻe me ka ʻono maikaʻi.

The Recognition

About the A' Design Award Kala

Ua lanakila ka hoʻolālā Theo Rebrand ʻOihana Nui: Wahī Kokoleka i ka A' Design Award Kala, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kiʻekiʻe loa, nani a kupaianaha. He mau hana ʻālohilohi loa a hana noʻeau nui nā lanakila Kala e hōʻike ana i ka loea, ka makakoho a me ka ʻoi aku o ka noʻonoʻo o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Theo Rebrand ʻOihana Nui: Wahī Kokoleka he hana kupaianaha, kūlana ʻoi aku, ʻoihana kiʻekiʻe a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Kala he mea hoʻokumu kūpono loa, mahalo ʻia e hāʻawi i ka pōmaikaʻi a hoʻoneʻe i nā palena o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana. He mea i ʻeleu ʻia e nā mea he nui ka hoʻolālā Theo Rebrand ʻOihana Nui: Wahī Kokoleka e hoʻāla i ka makemake, lawe mai i nā manaʻo maikaʻi a hoʻāla i ka kamahaʻo a me ka mahalo.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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
Dimensions & Packaging: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tags: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 6 months from kickoff to delivery of final packaging.
Operation Flow: 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.
Patents: N/A
Team Members: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Image Credits: David Estep