Plant Selected Өсүмдүк негизиндеги суусундук үчүн таңгак by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Коло байгеси in Таңгактоо Дизайны Competition Category.
КолоТаңгактоо· 2022
Plant Selected Өсүмдүк негизиндеги суусундук үчүн таңгак
Client: Yili Group
A' Design Award Коло байгеси Winner in Таңгактоо Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Өсүмдүк негизиндеги суусундук үчүн таңгак
Plant Selected — өсүмдүк негизиндеги суусундук үчүн таңгак. Бөтөлкө ПЭТ материалынан жасалып, мат пленка менен капталган, өлчөмү 60 мм туурасынан, 60 мм тереңдигинен жана 177 мм бийиктигинен турат. Дизайн скандинавиялык дизайндан шыктанган минималисттик стилди карманат, ак түстөгү бош мейкиндик кеңири колдонулган. Негизги артыкчылык — ар бир 100 миллилитрге 6 грамм белок камтылгандыгы так көрсөтүлгөн. Көптөгөн өсүмдүк негизиндеги суусундуктар ингредиенттерди жана продукт сүрөттөрүн көрсөткөн көп түстүү, жыш графикаларды колдонушат. Plant Selected-тин тынч жана жөнөкөй жайгаштыруусу текчеде айырмаланып туруу үчүн жана суусундукту вегетариандык азык катары сунуштоо үчүн иштелип чыккан.
The Recognition
About the A' Design Award Коло байгеси
Plant Selected Өсүмдүк негизиндеги суусундук үчүн таңгак – A' Design Award Коло байгесинин жеңүүчүсү, чыгармачылыгы, тапкычтыгы жана зээндүүлүгү менен айырмаланган сонун дизайндарга берилген жогорку бедели бар таануу. Коло жеңүүчүлөр – жетиштүү чеберчиликтүү жана таасирдүү чыгармачыл туундулар, алар авторлорунун бай тажрыйбасын, элестетүүсүн жана тапкычтыгын ырастайт. Plant Selected Өсүмдүк негизиндеги суусундук үчүн таңгак жогору бааланган, суктанууга жана сүйүүгө татыган буюм, өзгөчө кесипкөй жана жаңычыл болот деп күтүлөт. Бул Коло байгени жеңген дизайн искусство, илим, дизайн жана технологиядагы мыкты практиканы камтыйт жана майда-чүйдөсүнө көңүл бургандыгы менен мыкты. Plant Selected Өсүмдүк негизиндеги суусундук үчүн таңгак муктаждыкты сонун канааттандырат, каалоого тийет, сезимдерди арбайт жана кызыгууну козгойт.
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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