Plant Selected 식물성 음료 패키지 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 동상 in 패키징 디자인 Competition Category.
동패키징· 2022
Plant Selected 식물성 음료 패키지
Client: Yili Group
A' Design Award 동상 Winner in 패키징 Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected 식물성 음료 패키지
Plant Selected는 식물성 음료를 위한 패키지 디자인이다. 보틀은 PET 소재로 제작되었으며 무광 필름으로 감싸져 있고, 크기는 가로 60mm, 세로 60mm, 높이 177mm이다. 디자인은 스칸디나비아 디자인에서 영감을 받은 미니멀리즘 스타일을 따르며, 넓은 여백을 활용한다. 100밀리리터당 단백질 6그램이라는 핵심 이점이 명확하게 표기되어 있다. 많은 식물성 음료가 원재료와 제품 이미지를 보여주는 복잡한 그래픽을 사용한다. Plant Selected의 차분한 레이아웃은 매대에서 돋보이는 동시에 이 음료를 비건 영양식으로 제시하고자 한 것이다.
The Recognition
About the A' Design Award 동상
Plant Selected 식물성 음료 패키지, 이 작품은 A' Design Award 동상 수상작으로, 창의성, 독창성, 영민함으로 돋보이는 뛰어난 디자인에 수여되는 높은 권위의 인정입니다. 동상 수상작은 충분히 숙련되고 인상적으로 창의적인 작품으로, 디자이너의 폭넓은 경험, 상상력, 기지를 입증합니다. Plant Selected 식물성 음료 패키지, 이 작품은 높이 평가받고 감탄과 사랑을 받는 사물로서 두드러지게 전문적이고 혁신적일 것으로 기대됩니다. 이 동상 수상 디자인은 예술, 과학, 디자인, 기술의 모범 사례를 담고 있으며 세부에 대한 주의로 훌륭합니다. Plant Selected 식물성 음료 패키지, 이 작품은 필요를 훌륭하게 충족하고 욕망에 닿으며 감정을 매료하고 호기심을 불러일으킵니다.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- 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.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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