Hönnunarverkið Theo Rebrand Súkkulaðiumbúðir eftir Clarkmcdowall Inc er hávirt verðlaunaverk sem hlaut hin virtu 2021 A' Design Award í silfri verðlaun í keppnisflokknum Umbúðahönnun.
SilfurUmbúðir· 2021
Theo Rebrand Súkkulaðiumbúðir
eftir Clarkmcdowall Inc
Viðskiptavinur: Clarkmcdowall
Handhafi A' Design Award í silfri í flokknum Umbúðir
Staðfestur verðlaunahafi
Staðfesta verðlaunastöðu fyrir #112066Hönnunin
Um Theo Rebrand Súkkulaðiumbúðir
Theo Rebrand er umbúða- og sjónrænt vörumerkjaverkefni fyrir sanngjörnu viðskiptamerki súkkulaðis sem framleitt er beint úr baunum í stykki. Hönnunin notar djarfa málningarstroku sem glugga að bragðuppgötvun og sem tjáningu á handverkinu að baki hágæðasúkkulaði. Hvítur bakgrunnur gefur til kynna hreint mataræði og hreinleika hráefna og hjálpar umbúðunum að skera sig úr í hillunni. Stykkin eru um 3 x 6 tommur að stærð og nota pappírsumbúðir með álþynnulagi að innan. Bollarnir eru um 2 x 4 tommur að stærð og nota flæðiumbúðir á mattan grunn. Markmiðið er að tengja hærri staðla við gott bragð.
Viðurkenningin
Um A' Design Award í silfri
Theo Rebrand Súkkulaðiumbúðir vann A' Design Award í silfri, gífurlega virta viðurkenningu sem veitt er hönnunarverkum í fremstu röð, stórfallegum og áhrifamiklum. Sigurvegarar í silfri eru ákaflega snjöll og afar skapandi verk sem sýna framúrskarandi sérfræðiþekkingu, hæfileika og skarpskyggni hönnuða sinna. Þess er vænst að Theo Rebrand Súkkulaðiumbúðir sé dásamlegt sýningarverk sem er einstaklega fagmannlegt og djúpt nýstárlegt. Þetta hönnunarverk sem vann A' Design Award í silfri er mjög athyglisverð, dáð uppfinning sem gagnast og færir mörk listar, vísinda, hönnunar og tækni fram á við. Theo Rebrand Súkkulaðiumbúðir er mjög öfunduð sköpun sem vekur langanir, færir jákvæðar tilfinningar og kveikir undrun og aðdáun.
Á bak við hönnunina
Fjölmiðlapakki
Heimildir, hópmeðlimir og tæknilegar upplýsingar frá hönnuðinum.
- Einstakar eiginleikar
- Theo Chocolate pioneered fair-trade, bean-to-bar chocolate. But when new players came along and fair trade was table stakes, it was time to differentiate. Consumers wanted their choice in chocolate to be simple. We needed to show the link between higher-standard chocolate and good taste. We clarified brand purpose, expanding their offerings through innovation. For design, we prioritized elements that were central to this story and developed a confident visual identity across the ecosystem
- Stærðir og umbúðir
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- Merki
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- Framleiðslutækni
- The project started with a segmentation study to understand the premium chocolate category and consumer, including current and future Theo consumers. Following segmentation, we did a brand equities study to understand what elements were central, supporting and not relevant to Theo's study. From there, we defined a differentiated brand purpose and positioning platform which ultimately inspired the creative idea, Boldly Reimagined.
- Hönnunaráskorun
- Growth had slowed and there was pressure to turn the brand back to positive growth quickly.Before reimagining Theo visually and verbally, we had to understand the premium chocolate consumer, the category and where they fit within it. We wanted to ensure we understood the role of the current brand equities before moving forward. Theo also had great attributes to communicate and part of the challenge was to prioritize the messages that were most meaningful to consumers.
- Rannsóknir
- Research included an online consumer segmentation to understand the premium chocolate category and consumer, including current and future Theo consumers. For qualitative research, we did both ethnographies and brand equities research online to evaluate the role and meaning of key brand equities. The results included consumer segments, a bullseye consumer target profile, a core consumer insight, and a tangible brief with recommendations for brand evolution.
- Innblástur
- Our design was inspired by Boldly Reimagined - bringing consumers closer to the layered beauty of responsibly sourced chocolate. We used the bold paint stroke as a window to taste discovery and an expression of the craft of premium chocolate. The white background suggests clean eating, purity of ingredients and allows the pack to cut through visual clutter on shelf. The paint stroke is a distinct element that stands out within the category. The Theo brand mark itself of idiosyncratic quality.
- Lengd verkefnis
- 6 months from kickoff to delivery of final packaging.
- Verkflæði
- Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past 6 months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during COVID-19. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019.
Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past six months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during the COVID-19 crisis. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019. - Einkaleyfi
- N/A
- Liðsmenn
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - Myndheimildir
- David Estep
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