Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Sitere na Osisi by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Ihe Nrite A' Design Award nke Bronz in Nhazi Ngwungwu Competition Category.
BronzNgwungwu· 2022
Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Sitere na Osisi
Client: Yili Group
Ihe Nrite A' Design Award nke Bronz Winner in Ngwungwu Category
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The Design
About Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Sitere na Osisi
Ederede Akwụkwọ: Plant Selected bụ ngwugwu maka ihe ọṅụṅụ sitere na osisi. E ji PET mepụta karama ahụ, kpuchie ya na fim na-adịghị egbuke egbuke, ma dị 60 mm n'obosara, 60 mm n'omimi na 177 mm n'ịdị ogologo. Nhazi a na-agbaso ụzọ nkịtị dị mfe nke sitere n'echiche imewe ndị Scandinavia, nke nwere obosara oghere ọcha buru ibu. Uru bụ isi, protein gram 6 kwa millilita 100, ka e kwuru nke ọma ma doo anya. Ọtụtụ ihe ọṅụṅụ sitere na osisi na-eji ihe ndraw nke gbara ọsọ na-egosi ihe eji eme ya na foto ngwaahịa. Nhazi dị jụụ nke Plant Selected bụ ka o pụta ìhè n'elu shelf ma gosipụta ihe ọṅụṅụ ahụ dị ka nri vegan.
The Recognition
About the Ihe Nrite A' Design Award nke Bronz
Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Sitere na Osisi meriri A' Design Award nke Bronz, nnabata dị oke ugwu e nyere design ndị pụtara ìhè nke a ma ama maka nzụlite ihe, ọgụgụ isi na nghọta. Ndị meriri na Bronz bụ ihe e mere nke ndị nwere nka nke ukwuu ma dị mma n'imepụta nke na-egosi ahụmahụ buru ibu, echiche na ọgụgụ isi nke ndị designer ha. A na-atụ anya na Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Sitere na Osisi ga-abụ ihe a na-asọpụrụ nke ukwuu, a na-eto na a hụrụ n'anya, nke dị oke ọrụ ma dị ọhụrụ. Design a meriri A' Design Award nke Bronz na-agụnye ụzọ kacha mma n'ime nka, sayensị, design na teknụzụ, ma dị mma nke ukwuu maka nlebara anya ya n'obere ihe. Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ Sitere na Osisi na-emezu mkpa nke ọma, na-emetụ ọchịchọ aka, na-adọrọ mmetụta obi ma na-adọta ọchịchọ ịmara.
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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