Plant Selected Fonksyon Prensipal: Anbalaj pou Bwason 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 Fonksyon Prensipal: Anbalaj pou Bwason
Client: Yili Group
A' Design Award Bwonz Winner in Anbalaj Category
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- Verified Award Winner
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The Design
About Plant Selected Fonksyon Prensipal: Anbalaj pou Bwason
Tèks Liv: Plant Selected se yon konsepsyon anbalaj pou yon seri bwason ki fèt ak plant. Veso a se yon boutèy PET ki kouvri ak yon fim mat, ki mezire 60 mm nan lajè, 60 mm nan pwofondè ak 177 mm nan wotè. Yo itilize koulè vèt pou bwason soja a ak koulè ble pou bwason avwan an. Non pwodwi a ekri nan yon gwo font anglè ki gen style grafiti, epi grenn soja ak avwan ki nan koulè lò yo entegre nan lèt yo. Yon fon ki gen koulè konplè kreye yon blòk koulè fò sou etajè a. Benefis pwodwi yo mete anba pou enfòme konsomatè yo.
The Recognition
About the A' Design Award Bwonz
Plant Selected Fonksyon Prensipal: Anbalaj pou Bwason 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 Fonksyon Prensipal: Anbalaj pou Bwason 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 Fonksyon Prensipal: Anbalaj pou Bwason 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
- Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, plant-based Beverage, plant milk, China
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
- Research
- To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
- Inspiration
- The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
- Project Duration
- The project started in September, 2020 and the product is launched in March, 2021
- Operation Flow
- Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
- Patents
- All photos and video credits to blackandgold Shanghai, 2022.
- Team Members
- Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
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