Qhov qauv tsim Plant Selected Kev Thoob Plaws Ntawm Cov Khoom Qhwv Rau Khoom Haus Uas Tsim Los Ntawm Nroj Tsuag los ntawm Blackandgold Shanghai yog tus yeej muaj nqis heev ntawm qhov khoom plig 2022 A' Design Award Tooj hauv Pawg Sib Tw Tsim Ntim Khoom.
ToojNtim Khoom· 2022
Plant Selected Kev Thoob Plaws Ntawm Cov Khoom Qhwv Rau Khoom Haus Uas Tsim Los Ntawm Nroj Tsuag
los ntawm Blackandgold Shanghai
Tus Neeg Siv: Yili Group
Tus Yeej A' Design Award Tooj hauv Pawg Ntim Khoom
Tus Yeej Khoom Plig Tau Txheeb Xyuas
Txheeb Xyuas Qhov Xwm Txheej Khoom Plig rau #126422Qhov Tsim
Txog Plant Selected Kev Thoob Plaws Ntawm Cov Khoom Qhwv Rau Khoom Haus Uas Tsim Los Ntawm Nroj Tsuag
Plant Selected yog cov khoom qhwv rau ib qho khoom haus uas tsim los ntawm nroj tsuag. Lub raj mis no ua los ntawm PET thiab luam nrog ib daim ntawv matte, thiab ntev 60 mm dav, 60 mm tob thiab 177 mm siab. Tus qauv tsim no raug tsim raws li ib txoj kev yooj yim (minimalist) uas tau txais kev tshoov siab los ntawm Scandinavian style, uas muaj ib cheeb tsam loj ntawm qhov chaw dawb (white space). Qhov zoo tshaj plaws, uas yog 6 grams ntawm protein rau txhua 100 milliliters, tau qhia meej meej. Ntau yam khoom haus uas tsim los ntawm nroj tsuag feem ntau siv cov duab uas muaj ntau yam kev qhia txog cov khoom siv thiab duab khoom lag luam. Tus qauv tso khoom uas nyob ntsiag to ntawm Plant Selected yog npaj tseg kom nthuav tawm zoo dua ntawm lub txee khoom thiab qhia lub khoom haus no ua ib qho khoom noj uas tsim nyog rau cov neeg noj vegan.
Qhov Lees Paub
Txog A' Design Award Tooj
Plant Selected Kev Thoob Plaws Ntawm Cov Khoom Qhwv Rau Khoom Haus Uas Tsim Los Ntawm Nroj Tsuag yog tus yeej ntawm A' Design Award Tooj, ib qho kev lees paub muaj meej mom heev uas muab rau cov qauv tsim tshwj xeeb uas txawv los ntawm kev tsim tshiab, kev txawj tsim thiab kev ntse. Cov neeg yeej Tooj yog cov khoom muaj txuj ci heev thiab tsim tshiab heev uas ua pov thawj txog kev paub ntau, kev xav thiab kev txawj ua ntawm cov kws tsim qauv. Plant Selected Kev Thoob Plaws Ntawm Cov Khoom Qhwv Rau Khoom Haus Uas Tsim Los Ntawm Nroj Tsuag xav tias yuav yog ib qho khoom uas neeg hwm, qhuas thiab hlub, uas tshaj lij heev thiab tsim tshiab. Cov qauv tsim yeej A' Design Award Tooj no siv cov kev coj ua zoo tshaj plaws ntawm kev kos duab, kev tshawb fawb, kev tsim qauv thiab thev naus laus zis thiab zoo heev vim nws saib xyuas cov ntsiab lus. Plant Selected Kev Thoob Plaws Ntawm Cov Khoom Qhwv Rau Khoom Haus Uas Tsim Los Ntawm Nroj Tsuag ua tau raws li cov kev xav tau zoo kawg, kov cov kev xav, ntxias cov kev xav thiab txhawb kev 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
- 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.
- Qhov Loj & Ntim
- Width 60 mm x Depth 60 mm x Height 177 mm
- Cov Ntsiab Lus
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Thev Naus Laus Zis Tsim Khoom
- PET bottle covered with Matte film
- Kev Sib Tw Tsim Qauv
- 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.
- Kev Tshawb Fawb
- 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.
- Kev Txhawb Siab
- 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.
- Lub Sij Hawm Ua Hauj Lwm
- In 2019, the project started in September and finished in January, 2020
- Txheej Txheem Ua Hauj Lwm
- 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.
- Cov Tswv Cuab Pab
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Kev Qhuas Duab
- All photos and video credits to blackandgold Shanghai, 2021.
Txhawb Nqa
Tshawb Nrhiav Tshaj Designers.org
Tshawb nrhiav cov khoom lag luam, kev pab cuam thiab lub cib fim los ntawm peb cov neeg koom tes tshaj tawm.
Tshawb Nrhiav Ntxiv
Cov Tsim Uas Sib Txheeb
Tshawb nrhiav ntxiv cov tsim uas tau txais khoom plig hauv tib pawg, xaiv raws li qhov zoo.
