Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ 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
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
Ederede Akwụkwọ: Plant Selected bụ nhazi ngwugwu maka ụdị ihe ọṅụṅụ dị iche iche a na-esite n'osisi mepụta. Ihe ojide ya bụ karama PET nke e ji fim na-adịghị egbuke egbuke kpuchie, nke dị 60 mm n'ọsara, 60 mm n'omimi, na 177 mm n'ogologo. A na-eji akwụkwọ ndụ (green) maka ihe ọṅụṅụ soya, ma jiri acha anụnụ anụnụ (blue) maka ihe ọṅụṅụ oat. Aha ngwaahịa ahụ edobere n'ụdị mkpụrụedemede Bekee buru ibu nke yiri agraffiti, ebe akụ soya na oat nke e jiri ọla edo mee ka ọ dị agbakwunyere n'ime mkpụrụedemede ndị ahụ. Okpuru ihe niile e ji agba mejupụta na-emepụta ebe agba siri ike na-adọrọ anya n'elu shelf. E dobere ọdịmma ngwaahịa n'ala ngwugwu ahụ iji mee ka ndị ahịa mata ihe gbasara ya.
The Recognition
About the Ihe Nrite A' Design Award nke Bronz
Plant Selected Ọrụ Bụ Isi: Ngwugwu Ihe Ọṅụṅụ 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 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 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
- 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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