Bronzo Packaging · 2022
Plant Selected Packaging per bevanda vegetale
- A' Design Award di Bronzo 2022 in Packaging
- CLIENT: Yili Group
- Estimated Number of Design Views: 12,113
- Verification code 9907CB4A80 · Verify this award
Colors
About Plant Selected Packaging per bevanda vegetale
Plant Selected è il packaging di una bevanda a base vegetale. La bottiglia è realizzata in PET e rivestita da una pellicola opaca; misura 60 mm di larghezza, 60 mm di profondità e 177 mm di altezza. Il design segue uno stile minimalista ispirato al design scandinavo, con un'ampia area di spazio bianco. Il beneficio principale, 6 grammi di proteine per 100 millilitri, è indicato con chiarezza. Molte bevande vegetali utilizzano grafiche affollate che mostrano ingredienti e immagini del prodotto. Il layout pacato di Plant Selected è pensato per distinguersi sullo scaffale e per presentare la bevanda come nutrimento vegano.
About the A' Design Award di Bronzo
Plant Selected Packaging per bevanda vegetale ha vinto l'A' Design Award di Bronzo, un riconoscimento altamente prestigioso conferito a design eccezionali che si distinguono per creatività, ingegno e astuzia. I vincitori di Bronzo sono manufatti ampiamente abili e sorprendentemente creativi che autenticano la vasta esperienza, l'immaginazione e l'intraprendenza dei loro designer. Ci si aspetta che Plant Selected Packaging per bevanda vegetale sia un oggetto molto apprezzato, ammirato e amato, notevolmente professionale e innovativo. Questo design vincitore dell'A' Design Award di Bronzo incorpora le migliori pratiche dell'arte, della scienza, del design e della tecnologia, ed è eccellente per l'attenzione al dettaglio. Plant Selected Packaging per bevanda vegetale soddisfa splendidamente i bisogni, tocca i desideri, affascina i sentimenti e attira la curiosità.
Press Kit
- 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.
- Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
