Dizajn Plant Selected Ambalaža za biljno piće čiji je autor Blackandgold Shanghai iznimno je cijenjeni dobitnik prestižne nagrade 2022 Brončana nagrada A' Design Award u natjecateljskoj kategoriji Dizajn Ambalaže.
BroncaAmbalaža· 2022
Plant Selected Ambalaža za biljno piće
autor/ica Blackandgold Shanghai
Klijent: Yili Group
Dobitnik nagrade Brončana nagrada A' Design Award u kategoriji Ambalaža
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O dizajnu Plant Selected Ambalaža za biljno piće
Plant Selected je ambalaža za piće na biljnoj bazi. Boca je izrađena od PET-a i prekrivena mat folijom, dimenzija 60 mm širine, 60 mm dubine i 177 mm visine. Dizajn slijedi minimalistički stil nadahnut skandinavskim dizajnom, s velikom površinom bijelog prostora. Ključna prednost, 6 grama proteina na 100 mililitara, jasno je istaknuta. Mnoga biljna pića koriste prezasićenu grafiku koja prikazuje sastojke i fotografije proizvoda. Smiren izgled ambalaže Plant Selected osmišljen je kako bi se istaknuo na polici i predstavio piće kao vegansku prehranu.
Priznanje
O nagradi Brončana nagrada A' Design Award
Plant Selected Ambalaža za biljno piće je pobjednik Brončane nagrade A' Design Award, visoko prestižnog priznanja koje se dodjeljuje izvanrednim dizajnima što se odlikuju kreativnošću, domišljatošću i oštroumnošću. Brončani pobjednici izdašno su vješti i upečatljivo kreativni artefakti koji potvrđuju golemo iskustvo, maštu i snalažljivost svojih dizajnera. Očekuje se da Plant Selected Ambalaža za biljno piće bude visoko cijenjen, voljen i njegovan predmet koji je izuzetno profesionalan i inovativan. Ovaj dizajn koji je osvojio Brončanu nagradu A' Design Award uključuje najbolje prakse u umjetnosti, znanosti, dizajnu i tehnologiji i izvrstan je zbog pažnje posvećene detaljima. Plant Selected Ambalaža za biljno piće sjajno zadovoljava potrebe, dotiče želje, očarava osjećaje i privlači znatiželju.
Iza dizajna
Komplet za medije
Zasluge, članovi tima i tehnički detalji koje je dostavio dizajner.
- Jedinstvena svojstva
- 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.
- Dimenzije i pakiranje
- Width 60 mm x Depth 60 mm x Height 177 mm
- Oznake
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Proizvodna tehnologija
- PET bottle covered with Matte film
- Dizajnerski izazov
- 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.
- Istraživanje
- 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.
- Inspiracija
- 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.
- Trajanje projekta
- In 2019, the project started in September and finished in January, 2020
- Tijek rada
- 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.
- Članovi tima
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Zasluge za fotografije
- All photos and video credits to blackandgold Shanghai, 2021.
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