Plant Selected 飲料パッケージ by Blackandgold Shanghai

Plant Selected 飲料パッケージ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅賞 in パッケージデザイン Competition Category.

銅パッケージ· 2022

Plant Selected 飲料パッケージ

by Blackandgold Shanghai

Client: Yili Group

A' Design Award 銅賞 Winner in パッケージ Category

12,347

Verified Award Winner

Verify Award Status for #134253

View at A' Design Award Press Release Award Badge

Colors

The Design

About Plant Selected 飲料パッケージ

Plant Selectedは、植物性飲料シリーズのためのパッケージデザインである。容器はマットフィルムで覆われたPETボトルで、幅60mm、奥行60mm、高さ177mmの寸法を持つ。豆乳飲料にはグリーン、オーツ飲料にはブルーが用いられている。商品名は大きなグラフィティ調の英字フォントで表現され、文字の中にゴールドの大豆とオーツ麦が組み込まれている。全面を彩色した背景により、棚上で力強いカラーブロックを形成する。製品のベネフィットは下部に配置され、消費者に情報を伝えている。

The Recognition

About the A' Design Award 銅賞

Plant Selected 飲料パッケージは、創造性、独創性、鋭い洞察力で際立つ傑出したデザインに授与される、高い権威をもつ評価である A' Design Award 銅賞の受賞作品です。銅賞の受賞作品は、十分に巧みで印象的なほど創造的な工芸品であり、デザイナーの豊富な経験、想像力、機知を裏づけています。Plant Selected 飲料パッケージは、高く評価され、称賛され、愛される品であり、顕著にプロフェッショナルで革新的であることが期待されます。この A' Design Award 銅賞を受賞したデザインは、芸術・科学・デザイン・技術のベストプラクティスを取り入れており、細部への配慮に優れています。Plant Selected 飲料パッケージは、ニーズを見事に満たし、欲求に触れ、感情を魅了し、好奇心を引きつけます。

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