Theo Rebrand Primarna funkcija: Ambalaža za čokoladu – dizajner Clarkmcdowall Inc

Dizajn Theo Rebrand Primarna funkcija: Ambalaža za čokoladu čiji je autor Clarkmcdowall Inc iznimno je cijenjeni dobitnik prestižne nagrade 2021 Srebrna nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Ambalaže.

SrebroAmbalaža· 2021

Theo Rebrand Primarna funkcija: Ambalaža za čokoladu

autor/ica Clarkmcdowall Inc

Klijent: Clarkmcdowall

Dobitnik nagrade Srebrna nagrada A' Design Award u kategoriji Ambalaža

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Dizajn

O dizajnu Theo Rebrand Primarna funkcija: Ambalaža za čokoladu

Book Text: Theo Rebrand program je ambalaže i vizualnog identiteta za brend čokolade iz poštene trgovine, izrađene po principu "od zrna do pločice". Dizajn koristi izražajan potez kistom kao prozor u otkrivanje okusa i kao izraz zanatstva koje stoji iza vrhunske čokolade. Bijela pozadina sugerira zdravu prehranu i čistoću sastojaka te pomaže pakiranjima da se istaknu na polici. Pločice mjere otprilike 3 sa 6 inča i koriste papirnati omot s unutarnjim slojem od folije. Šalice mjere otprilike 2 sa 4 inča i koriste protočni omot na mat podlozi. Cilj je povezati više standarde s dobrim okusom.

Priznanje

O nagradi Srebrna nagrada A' Design Award

Theo Rebrand Primarna funkcija: Ambalaža za čokoladu je pobjednik Srebrne nagrade A' Design Award, izuzetno prestižnog priznanja koje se dodjeljuje vrhunskim, veličanstvenim i dojmljivim dizajnima. Srebrni pobjednici iznimno su briljantna i vrlo kreativna djela koja ilustriraju izuzetnu stručnost, talent i oštroumnost svojih dizajnera. Očekuje se da Theo Rebrand Primarna funkcija: Ambalaža za čokoladu bude divno, reprezentativno djelo koje je izuzetno profesionalno i duboko inovativno. Ovaj dizajn koji je osvojio Srebrnu nagradu A' Design Award vrlo je zapažen, nadaleko cijenjen izum koji koristi i pomiče granice umjetnosti, znanosti, dizajna i tehnologije. Theo Rebrand Primarna funkcija: Ambalaža za čokoladu je kreacija kojoj se mnogi dive i zavide, koja budi želje, donosi pozitivne osjećaje i raspiruje čuđenje i divljenje.

Iza dizajna

Komplet za medije

Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.

Jedinstvena svojstva: 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
Dimenzije i pakiranje: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Oznake: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Proizvodna tehnologija: 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.
Dizajnerski izazov: 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.
Istraživanje: 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.
Inspiracija: 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.
Trajanje projekta: 6 months from kickoff to delivery of final packaging.
Tijek rada: 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.
Patenti: N/A
Članovi tima: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Zasluge za fotografije: David Estep