ʻO Plant Selected Ka Hana Nui: Ka Wahī Mea Inu Mea Kanu na Blackandgold Shanghai he mea lanakila hanohano loa o ka 2022 A' Design Award Keleawe ma ka Māhele Hoʻokūkū Hoʻolālā ʻUhi.
KeleaweʻUhi· 2022
Plant Selected Ka Hana Nui: Ka Wahī Mea Inu Mea Kanu
Mea Kūʻai: Yili Group
Mea Lanakila A' Design Award Keleawe ma ka Māhele ʻUhi
Mea Lanakila i Hōʻoia ʻIa
Hōʻoia i ke Kūlana Makana no #126422Ka Hoʻolālā
E Pili Ana iā Plant Selected Ka Hana Nui: Ka Wahī Mea Inu Mea Kanu
Kikokikona Puke: ʻO Plant Selected he wahī no kahi mea inu ma muli o nā mea kanu. Hana ʻia ka hue mai PET a uhi ʻia me kahi kiʻiʻoniʻoni māmā ʻole, a nui ia ma 60 mm ka laulā, 60 mm ka hohonu, a me 177 mm ke kiʻekiʻe. Hahai ke kumu hoʻolālā i kahi ʻano maʻalahi loa i hoʻoulu ʻia e ka hoʻolālā Scandinavian, me kahi wahi keʻokeʻo nui. Hōʻike maopopo ʻia ka pōmaikaʻi nui, ʻo ia hoʻi, 6 keleona pūmua no kēlā me kēia 100 mililita. Nui nā mea inu mea kanu e hoʻohana ana i nā kiʻi paʻakikī e hōʻike ana i nā mea hui a me nā kiʻi huahana. Manaʻo ʻia ke ʻano hoʻolālā laʻi o Plant Selected e kū kaʻawale ma luna o ka papa kūʻai a e hōʻike i ka mea inu ma ke ʻano he meaʻai vegan.
Ka Hoʻomaikai
E Pili Ana i ka A' Design Award Keleawe
Ua lanakila ka hoʻolālā Plant Selected Ka Hana Nui: Ka Wahī Mea Inu Mea Kanu i ka A' Design Award Keleawe, he ʻike hoʻohanohano nui loa i hāʻawi ʻia i nā hoʻolālā kūʻokoʻa i ʻike ʻia ma o ka hana noʻeau, ka akamai a me ka makakoho. He mau hana mākaukau a hana noʻeau kupaianaha nā lanakila Keleawe e hōʻoia ana i ka ʻike nui, ka noʻonoʻo a me ka maʻalea o kā lākou poʻe hoʻolālā. Manaʻo ʻia ʻo ka hoʻolālā Plant Selected Ka Hana Nui: Ka Wahī Mea Inu Mea Kanu he mea i mahalo nui ʻia, hoʻohiwahiwa ʻia a aloha ʻia, he ʻoihana a hou loa. ʻO kēia hoʻolālā i lanakila i ka A' Design Award Keleawe e hoʻohui ana i nā hana maikaʻi loa o ka hana noʻeau, ka ʻepekema, ka hoʻolālā a me ka ʻenehana, a maikaʻi no kona nānā ʻana i nā kikoʻī. Hoʻokō maikaʻi ka hoʻolālā Plant Selected Ka Hana Nui: Ka Wahī Mea Inu Mea Kanu i nā pono, hoʻopā i ka makemake, hoʻohiwahiwa i nā manaʻo a huki i ka makemake e ʻike.
Ma Hope o ka Hoʻolālā
ʻEke Nūhou
Nā hōʻoia, nā lālā hui a me nā kikoʻī ʻenehana i hāʻawi ʻia e ka mea hoʻolālā.
- Nā ʻAno Kūʻokoʻa
- 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.
- Nā Ana a me ka Hoʻopili
- Width 60 mm x Depth 60 mm x Height 177 mm
- Nā Lepili
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- ʻEnehana Hana
- PET bottle covered with Matte film
- Pilikia Hoʻolālā
- 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.
- Noiʻi
- 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.
- Hoʻoulu Manaʻo
- 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.
- Ka Lōʻihi o ka Papahana
- In 2019, the project started in September and finished in January, 2020
- Kaʻina Hana
- 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.
- Nā Lālā Hui
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Nā Kuleana Kiʻi
- All photos and video credits to blackandgold Shanghai, 2021.
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