Plant Selected Munus Primarium: Involucrum Potionis by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Praemium A' Design Award Aeneum in Designatio Involucri Competition Category.
AesInvolucrum· 2022
Plant Selected Munus Primarium: Involucrum Potionis
Client: Yili Group
Praemium A' Design Award Aeneum Winner in Involucrum Category
Verified Award Winner
Verify Award Status for #134253The Design
About Plant Selected Munus Primarium: Involucrum Potionis
Textus Libri: Plant Selected est exemplar involucri pro serie potionum ex plantis confectarum. Vas est lagoena PET pellicula opaca tecta, latitudine 60 mm, altitudine (profunditate) 60 mm, et altitudine 177 mm mensurata. Viridis color adhibetur pro potione ex soia, caeruleus pro potione ex avena. Nomen producti magnis litteris Anglicis stilo "graffiti" formatur, et fabae soiae aureae atque avenae grana intra litteras inseruntur. Fundus omnino colore expletus firmum truncum coloris in pluteo efficit. Commoda producti in fundo posita sunt, ut consumptores certiores fiant.
The Recognition
About the Praemium A' Design Award Aeneum
Plant Selected Munus Primarium: Involucrum Potionis victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Plant Selected Munus Primarium: Involucrum Potionis rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Plant Selected Munus Primarium: Involucrum Potionis necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.
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
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