Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman dening Blackandgold Shanghai

Karya Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman dening Blackandgold Shanghai minangka pemenang sing diajeni banget saka A' Design Award Perunggu 2022 sing bergengsi ing Kategori Kompetisi Desain Bungkusan.

PerungguBungkusan· 2022

Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman

dening Blackandgold Shanghai

Klien: Yili Group

Pemenang A' Design Award Perunggu ing Kategori Bungkusan

12,113

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan kanggo #126422

Deleng ing A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desaine

Babagan Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman

Teks Buku: Plant Selected minangka kemasan kanggo minuman berbasis tanaman. Botolé digawe saka PET lan dilapisi film doff, kanthi ukuran 60 mm ambane, 60 mm jerone, lan 177 mm dhuwure. Desainé ngetutake gaya minimalis kang kainspirasi saka desain Skandinavia, kanthi wilayah putih sing amba. Kaluwihan utama, yaiku 6 gram protein saben 100 mililiter, dituduhake kanthi cetha. Akeh minuman berbasis tanaman nggunakake grafis sing rame kang nampilake bahan lan gambar produk. Tata letak Plant Selected kang tenang iki dimaksudake supaya bisa katon mencolok ing rak toko lan nampilake minuman kasebut minangka nutrisi vegan.

Pangakuan

Babagan A' Design Award Perunggu

Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman menang A' Design Award Perunggu, pangenalan sing prestisius banget sing diparingake marang desain sing luar biasa sing dicirikake dening kreativitas, kapinteran lan kaweruh sing landhep. Pemenang Perunggu iku artefak sing trampil banget lan kreatif banget sing mbuktekake pengalaman sing jembar, imajinasi lan kapinteran para desainer. Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman dikarepake dadi barang sing dihargai banget, dikagumi lan ditresnani, profesional lan inovatif banget. Desain sing menang A' Design Award Perunggu iki ngemot praktik sing paling apik ing seni, sains, desain lan teknologi, lan apik banget ing perhatiane marang rincian. Plant Selected Fungsi Utama: Kemasan Minuman Berbasis Tanaman nyukupi kabutuhan kanthi apik, nutul kekarepan, ngaya rasa lan narik rasa pengin weruh.

Ing Mburi Desain

Kit Pers

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

Sifat Unik: 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.
Ukuran & Kemasan: Width 60 mm x Depth 60 mm x Height 177 mm
Tag: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Teknologi Produksi: PET bottle covered with Matte film
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: In 2019, the project started in September and finished in January, 2020
Alur Operasi: 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.
Anggota Tim: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Kredit Gambar: All photos and video credits to blackandgold Shanghai, 2021.