Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인 by Jimmy Chew

Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인 by Jimmy Chew is a highly esteemed winner of the very prestigious 2021 A' Design Award 철상 in 패키징 디자인 Competition Category.

철패키징· 2021

Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인

by Jimmy Chew

Client: Sogurt

A' Design Award 철상 Winner in 패키징 Category

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Colors

The Design

About Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인

Sogurt With Love and All Things Good은 프로즌 요거트 아이스크림 컵을 위한 패키지 디자인이다. 신선한 색조를 사용하여 친근하고 밝으며 우아한 브랜드 보이스를 표현했다. 겹쳐진 일러스트레이션은 정성껏 만들어진 각 맛에 담긴 핵심 재료들의 조화를 의인화하여 나타낸다. 타이포그래피와 아이코노그래피, 레이아웃은 제품 정보를 명확하게 전달하고 쉽게 읽을 수 있도록 배치되었다. 기존 패키지의 플라스틱 뚜껑은 종이 뚜껑으로 대체되었다. 각 컵은 125밀리리터 용량이며 너비는 74밀리미터이다.

The Recognition

About the A' Design Award 철상

Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인, 이 작품은 A' Design Award 철상 수상작으로, 잘 디자인된 창작물에 기대되는 전문적·산업적 요건을 충족하는 좋은 디자인에 수여되는 권위 있는 인정입니다. 철상 수상작은 창작자의 뛰어난 기술, 높은 전문성, 전문가다운 이해, 창의적 역량을 보여 줍니다. Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인, 이 작품은 높이 평가받고 감탄과 사랑을 받는 창작물로서 실용적이고 혁신적일 것으로 기대됩니다. 이 철상 수상 디자인은 업계 모범 사례를 통합하며 노하우와 재능으로 연결된 유능한 기술적 특성을 갖추고 있습니다. Sogurt With Love and All Things Good 프로즌 요거트 패키지 디자인, 이 작품은 철저함으로 존중받으며 삶의 질을 개선하여 세상을 더 나은 곳으로 만들도록 디자인되었습니다.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The renewed brand identity and packaging system emphasizes on visual clarity and simplicity, with the main intention to congruently reflect evolution of the brand, personality of the founder and needs of their consumers.

Fresh colour hues have been used to reflect the approachable, fun loving, free spirited and elegant voice of Sogurt. The design showcases an optimistic aesthetic with uniquely overlaid illustrations to personify the fusion of key ingredients within each deliciously healthy crafted flavour.
Dimensions & Packaging: 74mm(width) x 82mm(height) x 82mm(diameter)
125ml ice-cream cup
Tags: Sogurt, Hartwork, Packaging Design, Experience Design, Froyo, Ice-Cream
Production Technology: Jimmy has scrutinised every element in the packaging design, from the colors, iconography, font type, visual design to materialization. The end result is a balanced design consideration of aesthetic, production efficiency and experience design.

By eliminating the use of plastic lid, which was in Sogurt's old packaging design, and switching to the use of paper lid, the design is intently aligned with Sogurt's brand values of spreading love and wellness. A positive messaging "Crafted With Love And All Things Good" is integrated into the design to accentuate their brand values.
Design Challenge: The creative challenge faced during this project is on the production & logistics side of things. Due to the Covid-19 pandemic, this has affected the production lead time of the packaging, as well as the logistics transportation of the finished product. The campaign launch date to reveal the new packaging and visual design has to be slightly delayed.
Research: The success of the project depends largely on incorporating empathy driven service design to understand the client's personality, their business and touchpoints and their customers' needs. Interview and feedback were conducted with the brand owner and their customers to understand the challenges on their existing packaging design in areas of construction, production and visual design.

These knowledge are congruently aligned into the brand uplift and packaging design, to work strategically in tandem with Sogurt's campaign to extend ecommerce into their business to outreach a wider audience.
Inspiration: Jimmy has invigorated the Sogurt brand with a uniquely created packaging design. Every visual communication touchpoint designed for the Sogurt brand, from illustration, icons, colors, typography is purely intended to reflect the personality of the brand owner and permeate positive feelings, spreading positivity and enhance the good feelings to the consumer.

The ultimate intention is a visual identity specially created to accentuate positivity and liveliness.
Project Duration: The project started in August 2019 in Singapore and finished in October 2020. The new packaging designs are revealed to the market in January 2021.
Operation Flow: The intended users' point-of-view is primarily to be able to extract the product information with clarity without being overwhelmed by the amount of information. The packaging design has been intently designed with the information hierarchy, content reading experience and visual design strategically considered.

The amount of information to be showcased has been stringently scrutinised with careful usage of layout, font type and iconography to promote readability.
Team Members: Creative Director : Jimmy Chew
Designer : Jimmy Chew
Image Credits: Image #1-4 : Photographer Antelope Studios, 2021.
Image #5 : Photographer Sogurt, 2021.