Theo Rebrand Kemasan Coklat dening Clarkmcdowall Inc

Karya Theo Rebrand Kemasan Coklat dening Clarkmcdowall Inc minangka pemenang sing diajeni banget saka A' Design Award Perak 2021 sing bergengsi ing Kategori Kompetisi Desain Bungkusan.

PerakBungkusan· 2021

Theo Rebrand Kemasan Coklat

dening Clarkmcdowall Inc

Klien: Clarkmcdowall

Pemenang A' Design Award Perak ing Kategori Bungkusan

23,483

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #112066

Kunjungi Situs Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Theo Rebrand Kemasan Coklat

Theo Rebrand yaiku program kemasan lan identitas visual kanggo merek coklat bean-to-bar sing adil dagang. Desain iki nggunakake sapuan cat sing tegas minangka jendela kanggo nemokake rasa lan minangka ekspresi saka keahlian ing mburi coklat premium. Latar mburi putih nuduhake mangan sing resik lan kemurnian bahan, lan mbantu kemasan katon menonjol ing rak. Batang coklat gedhene watara 3 nganti 6 inci lan nggunakake bungkus kertas kanthi lapisan njero saka foil. Cangkir gedhene watara 2 nganti 4 inci lan nggunakake flow wrap ing substrat matte. Tujuane yaiku nyambungake standar sing luwih dhuwur karo rasa sing apik.

Pangakuan

Babagan A' Design Award Perak

Theo Rebrand Kemasan Coklat menang A' Design Award Perak, pangenalan sing prestisius banget sing diparingake marang desain tingkat dhuwur, endah lan nggumunake. Pemenang Perak iku karya sing sumunar banget lan kreatif banget sing nggambarake kaprigelan, bakat lan kaweruh para desainer. Theo Rebrand Kemasan Coklat dikarepake dadi karya sing nggumunake, conto teladan, profesional banget lan inovatif banget. Desain sing menang A' Design Award Perak iki iku panemuan sing luar biasa banget lan dikagumi sing paring manfaat lan nyurung maju wates seni, sains, desain lan teknologi. Theo Rebrand Kemasan Coklat iku ciptaan sing akeh sing ngirenake sing nggugah kekarepan, nggawa perasaan positif lan nuwuhake gumun lan kagum.

Ing Mburi Desain

Kit Pers

Kredit, anggota tim lan detail teknis sing diwenehake dening desainer.

Sifat Unik: 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
Ukuran & Kemasan: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tag: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teknologi Produksi: 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.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: 6 months from kickoff to delivery of final packaging.
Alur Operasi: 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.
Paten: N/A
Anggota Tim: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Kredit Gambar: David Estep