Theo Rebrand Tabanka n ččuklaṭ sɣur Clarkmcdowall Inc

Theo Rebrand Tabanka n ččuklaṭ sɣur Clarkmcdowall Inc d anerbaz yettwaqadren meqqren n 2021 Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Tnaflit n Afeṣṣel n Ukemmus.

LfeṭṭaAkemmus· 2021

Theo Rebrand Tabanka n ččuklaṭ

sɣur Clarkmcdowall Inc

Amsaɣ: Clarkmcdowall

Anerbaz n Tarbaḥt A' Design Award n Lfeṭṭa deg Taggayt n Akemmus

23,483

Anerbaz n Urraz Yettwasenqden

Senqed Addad n Urraz i #112066

Rzu ɣer usmel Wali deg A' Design Award Tabḍert n tɣamsa Tanecḍa n wammud

Initen

Afeṣṣel

Ɣef Theo Rebrand Tabanka n ččuklaṭ

Theo Rebrand d ahil n tbanka d timagit tuẓẓint i yiwet n tbanka n ččuklaṭ seg tqedcasin ɣer tferkcasin s uzenzi imṣetḥan. Amasal yesseqdac aḍris n usbeɣ yeǧhden am ṭṭaq ɣer tifin n ubeḥraf akked d asegzawel n usnaw yellan deffir n ččuklaṭ n tɣara. Agilal amellal yesekcam učči azedgan d ẓẓhara n yefkuten, yerna yettallal ipakiten ad d-banen ɣef usdukel. Tiferkasin ɣur-sent azal n 3 ɣef 6 n idebbiren yerna sseqdacent taɣlaft n lkaɣeḍ s tsili tagensant n tferrant. Ikwasen ɣur-sen azal n 2 ɣef 4 n idebbiren yerna sseqdacen taɣlaft yeflewḥen ɣef yiferra ulmisel. Iswi d aqqen n ilugan yufraren ɣer ubeḥraf yelhan.

Asmekti

Ɣef Tarbaḥt A' Design Award n Lfeṭṭa

Theo Rebrand Tabanka n ččuklaṭ d amerbaḥ n Tarbaḥt A' Design Award n Lfeṭṭa, tagmat ɛlayen i yisnulfa yelhan, yeḥlan s waṭas. Imerbaḥen n Lfeṭṭa d isnulfa yelhan akk, yesɛan tmusni d tazmert. Theo Rebrand Tabanka n ččuklaṭ ad yili d asnulfu amaynut, yelhan, ad yeǧǧ ddunit tennuɣ.

Deffir n ufeṣṣel

Tagrurt n tɣamsa

Ismawen n terbaɛt, iferdisen itiknikanen akked telɣut i d-yefka umeṣṣufeɣ.

Taɣara Tasuft: 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
Tigejdiwin & Akemmus: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tibzimin: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tasnakta n Ufares: 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.
Asewḥel n Usnulfu: 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.
Anadi: 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.
Aseḥbiber: 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.
Tanzagt n Usenfar: 6 months from kickoff to delivery of final packaging.
Tanila n Umahil: 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.
Ibrivan: N/A
Igmamen n Terbaɛt: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Imsuren n Tugniwin: David Estep