Clarkmcdowall IncによるTheo Rebrand チョコレートのパッケージ

Clarkmcdowall IncによるTheo Rebrand チョコレートのパッケージは、パッケージデザインコンペティションカテゴリーにおける非常に権威ある2021 A' Design Award 銀賞の優れた受賞作品です。

銀パッケージ· 2021

Theo Rebrand チョコレートのパッケージ

デザイナー： Clarkmcdowall Inc

クライアント: Clarkmcdowall

パッケージカテゴリーのA' Design Award 銀賞受賞者

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デザイン

Theo Rebrand チョコレートのパッケージについて

「Theo Rebrand」は、フェアトレードのビーン・トゥ・バー・チョコレートブランドのためのパッケージおよびビジュアルアイデンティティのプログラムである。デザインでは、大胆な絵筆のストロークを、味わいの発見へと導く窓として、またプレミアムチョコレートを支える職人技の表現として用いている。白を基調とした背景は、クリーンな食生活と素材の純粋さを想起させると同時に、店頭の棚で製品を際立たせる効果をもたらす。板チョコは約3×6インチのサイズで、内側にホイル層を備えた紙の外装を採用。カップは約2×4インチで、マットな素材のフローラップを使用している。より高い基準と優れた味わいを結びつけることを目指したデザインである。

受賞

A' Design Award 銀賞について

Theo Rebrand チョコレートのパッケージは、見事で印象的なハイエンドのデザインに授与される、非常に権威ある評価である A' Design Award 銀賞の受賞作品です。銀賞の受賞作品は、きわめて輝かしく創造性に富んだ作品であり、デザイナーの傑出した専門知識、才能、洞察力を示しています。Theo Rebrand チョコレートのパッケージは、素晴らしい代表作であり、驚くほどプロフェッショナルで、深く革新的であることが期待されます。この A' Design Award 銀賞を受賞したデザインは、非常に注目すべき称賛される発明であり、芸術・科学・デザイン・技術の境界に寄与し、それを前進させます。Theo Rebrand チョコレートのパッケージは、多くの人に羨まれる創造物であり、欲求を呼び覚まし、前向きな感情をもたらし、驚きと感嘆を灯します。

デザインの裏側

プレスキット

デザイナーが提供するクレジット、チームメンバー、技術的な詳細。

独自の特性: 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
寸法とパッケージ: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
タグ: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
製造技術: 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.
デザインの課題: 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.
リサーチ: 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.
インスピレーション: 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.
プロジェクト期間: 6 months from kickoff to delivery of final packaging.
オペレーションフロー: 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.
特許: N/A
チームメンバー: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
画像クレジット: David Estep