Theo Rebrand Kev Ntim Chocolate los ntawm Clarkmcdowall Inc

Qhov qauv tsim Theo Rebrand Kev Ntim Chocolate los ntawm Clarkmcdowall Inc yog tus yeej muaj nqis heev ntawm qhov khoom plig 2021 A' Design Award Nyiaj hauv Pawg Sib Tw Tsim Ntim Khoom.

NyiajNtim Khoom· 2021

Theo Rebrand Kev Ntim Chocolate

los ntawm Clarkmcdowall Inc

Tus Neeg Siv: Clarkmcdowall

Tus Yeej A' Design Award Nyiaj hauv Pawg Ntim Khoom

23,483

Tus Yeej Khoom Plig Tau Txheeb Xyuas

Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #112066

Mus Saib Lub Vev Xaib Saib ntawm A' Design Award Tsab Xov Xwm Daim Phiaj Khoom Plig

Xim

Qhov Tsim

Txog Theo Rebrand Kev Ntim Chocolate

Theo Rebrand yog ib qho kev ntim khoom thiab kev qhia txog tus cwj pwm pom rau ib lub npe chocolate uas ua lag luam ncaj ncees, ua ntawm taum mus rau ncuav qab zib. Cov qauv siv ib qho pleev xim tawv ua qhov rai rau kev tshawb nrhiav txoj kev saj thiab ua ib qho qhia txog txoj kev txawj ntawm cov chocolate zoo heev. Ib qho keeb kwm yav qab dawb qhia txog kev noj huv si thiab cov khoom xyaw huv ntxiab, thiab pab ua kom cov pob khoom tawm tsam saum txaj. Cov tais chocolate ntsuas kwv yees li 3 los ntawm 6 nti thiab siv daim ntawv qhwv nrog ib txheej foil sab hauv. Cov khob ntsuas kwv yees li 2 los ntawm 4 nti thiab siv ib txheej qhwv ntws rau saum ib qho khoom tsis ci. Lub hom phiaj yog los txuas cov qauv siab dua nrog kev saj qab.

Qhov Lees Paub

Txog A' Design Award Nyiaj

Theo Rebrand Kev Ntim Chocolate yog tus yeej ntawm A' Design Award Nyiaj, ib qho kev lees paub muaj meej mom heev tshaj li qub uas muab rau cov qauv tsim qib siab, zoo nkauj thiab ua rau neeg xav tsis thoob. Cov neeg yeej Nyiaj yog cov haujlwm ci ntsa iab heev thiab tsim tshiab heev uas qhia txog kev paub, kev txawj ntse thiab kev ntse ntawm cov kws tsim qauv. Theo Rebrand Kev Ntim Chocolate xav tias yuav yog ib qho haujlwm zoo kawg nkaus uas tsim rau qhia, tshaj lij heev thiab tsim tshiab tob. Cov qauv tsim yeej A' Design Award Nyiaj no yog ib qho khoom tsim uas pom tseeb heev thiab neeg qhuas uas pab tau thiab nthuav dav ciam teb ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis. Theo Rebrand Kev Ntim Chocolate yog ib qho khoom tsim uas neeg coob xav tau, uas ua rau xav, coj kev xav zoo thiab ua rau xav tsis thoob thiab xav paub.

Tom Qab Qhov Tsim

Pob Xov Xwm

Cov credit, cov neeg pab thiab cov ntsiab lus kev txawj ntse muab los ntawm tus tsim.

Yam Tshwj Xeeb: 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
Qhov Loj & Ntim: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Cov Ntsiab Lus: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Thev Naus Laus Zis Tsim Khoom: 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.
Kev Sib Tw Tsim Qauv: 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.
Kev Tshawb Fawb: 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.
Kev Txhawb Siab: 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.
Lub Sij Hawm Ua Hauj Lwm: 6 months from kickoff to delivery of final packaging.
Txheej Txheem Ua Hauj Lwm: 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.
Cov Patent: N/A
Cov Tswv Cuab Pab: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Kev Qhuas Duab: David Estep