Plant Selected Anbalaj pou Bwason ki Fèt ak Plant by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Bwonz in Dezayn Anbalaj Competition Category.
BwonzAnbalaj· 2022
Plant Selected Anbalaj pou Bwason ki Fèt ak Plant
Client: Yili Group
A' Design Award Bwonz Winner in Anbalaj Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Anbalaj pou Bwason ki Fèt ak Plant
Plant Selected se yon anbalaj pou yon bwason ki fèt ak plant. Boutèy la fèt ak PET epi li kouvri ak yon fim mat, li mezire 60 mm lajè, 60 mm pwofondè ak 177 mm wotè. Design lan swiv yon stil minimalis ki enspire pa design Eskandinav, ak yon gwo espas blan. Avantaj kle a, 6 gram pwoteyin pou chak 100 milliliv, deklare kle. Anpil bwason ki fèt ak plant itilize graphique okipe ki montre engredyan ak imaj pwodwi. Aranjman kalm Plant Selected la fèt pou li kanpe apa sou etajè a epi prezante bwason an kòm yon nitrisyon vegan.
The Recognition
About the A' Design Award Bwonz
Plant Selected Anbalaj pou Bwason ki Fèt ak Plant se yon ganyan A' Design Award Bwonz, yon rekonesans ki gen anpil prestij yo bay design ekselan ki make pa kreyativite, enjenyozite ak finès. Ganyan Bwonz yo se objè ki abil anpil e ki kreyatif nan fason ki frape, ki otantifye gwo eksperyans, imajinasyon ak debouyaj designer yo. Yo atann Plant Selected Anbalaj pou Bwason ki Fèt ak Plant pou se yon objè anpil moun estime, admire e renmen, ki pwofesyonèl e inovatè nan fason remakab. Design sa a ki ganyen A' Design Award Bwonz enkòpore pi bon pratik nan atizay, syans, design ak teknoloji, e li ekselan pou atansyon li bay detay. Plant Selected Anbalaj pou Bwason ki Fèt ak Plant satisfè bezwen yon fason espledid, li touche dezi, li chame santiman e li atire kiryozite.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- 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.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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