Plant Selected 음료 패키지 디자인 by Blackandgold Shanghai

Plant Selected 음료 패키지 디자인 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 음료 패키지 디자인

by Blackandgold Shanghai

Client: Yili Group

A' Design Award 동상 Winner in 패키징 Category

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Verified Award Winner

Verify Award Status for #134253

View at A' Design Award Press Release Award Badge

Colors

The Design

About Plant Selected 음료 패키지 디자인

Plant Selected는 식물성 음료 제품군을 위한 패키지 디자인이다. 용기는 무광 필름으로 감싼 PET 병으로, 가로 60mm, 세로 60mm, 높이 177mm의 규격을 갖는다. 두유 음료에는 녹색을, 오트 음료에는 파란색을 적용했다. 제품명은 큼직한 그래피티 스타일의 영문 서체로 표현되었으며, 금색 대두와 오트가 글자 속에 자연스럽게 어우러져 있다. 전면을 가득 채운 배경색은 매장 진열대에서 강렬한 컬러 블록을 형성한다. 제품의 특징은 하단에 배치하여 소비자에게 정보를 전달한다.

The Recognition

About the A' Design Award 동상

Plant Selected 음료 패키지 디자인, 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 음료 패키지 디자인, 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 음료 패키지 디자인, 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: Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
Dimensions & Packaging: Width 60 mm x Depth 60 mm x Height 177 mm
Tags: Packaging, plant-based Beverage, plant milk, China
Production Technology: PET bottle covered with Matte film
Design Challenge: We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
Research: To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
Inspiration: The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
Project Duration: The project started in September, 2020 and the product is launched in March, 2021
Operation Flow: Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
Patents: All photos and video credits to blackandgold Shanghai, 2022.
Team Members: Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN