Plant Selected ໜ້າທີ່ຫຼັກ: ບັນຈຸພັນສຳລັບເຄື່ອງດື່ມຈາກພືດ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award ລະດັບທອງສຳລິດ in ການອອກແບບບັນຈຸພັນ Competition Category.
ທອງສຳລິດບັນຈຸພັນ· 2022
Plant Selected ໜ້າທີ່ຫຼັກ: ບັນຈຸພັນສຳລັບເຄື່ອງດື່ມຈາກພືດ
Client: Yili Group
A' Design Award ລະດັບທອງສຳລິດ Winner in ບັນຈຸພັນ Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected ໜ້າທີ່ຫຼັກ: ບັນຈຸພັນສຳລັບເຄື່ອງດື່ມຈາກພືດ
ຂໍ້ຄວາມປື້ມ: Plant Selected ແມ່ນບັນຈຸພັນສຳລັບເຄື່ອງດື່ມທີ່ຜະລິດຈາກພືດ. ຂວດເຮັດຈາກ PET ແລະຫຸ້ມດ້ວຍຟິມມືວ (matte film), ມີຂະໜາດກວ້າງ 60 ມມ, ເລິກ 60 ມມ ແລະສູງ 177 ມມ. ການອອກແບບປະຕິບັດຕາມສະໄຕລ໌ຄວາມງຽບງ່າຍ (minimalist) ທີ່ໄດ້ຮັບແຮງບັນດານໃຈຈາກການອອກແບບແບບສະແກນດີເນເວຍ, ດ້ວຍພື້ນທີ່ຫວ່າງສີຂາວທີ່ກວ້າງຂວາງ. ຈຸດເດັ່ນສຳຄັນ ຄື ໂປຣຕີນ 6 ກຣາມຕໍ່ 100 ມິນລິລິດ ຖືກລະບຸໄວ້ຢ່າງຊັດເຈນ. ເຄື່ອງດື່ມຈາກພືດຫຼາຍໆຍີ່ຫໍ້ມັກໃຊ້ຮູບແບບກາຟິກທີ່ຫຍຸ້ງຍາກ ເຊິ່ງສະແດງສ່ວນປະກອບ ແລະຮູບພາບຜະລິດຕະພັນ. ໂຄງແບບທີ່ສະຫງົບຂອງ Plant Selected ຖືກອອກແບບມາໃຫ້ໂດດເດັ່ນຢູ່ເທິງຊັ້ນວາງ ແລະນຳສະເໜີເຄື່ອງດື່ມນີ້ໃນຖານະໂພຊະນາການສຳລັບຄົນກິນເຈຫຼືວີແກນ (vegan).
The Recognition
About the A' Design Award ລະດັບທອງສຳລິດ
Plant Selected ໜ້າທີ່ຫຼັກ: ບັນຈຸພັນສຳລັບເຄື່ອງດື່ມຈາກພືດ ແມ່ນຜູ້ຊະນະ A' Design Award ລະດັບທອງສຳລິດ ເຊິ່ງເປັນການຍອມຮັບທີ່ມີກຽດສູງສຳລັບການອອກແບບທີ່ໂດດເດັ່ນ ເຊິ່ງມີລັກສະນະເດັ່ນດ້ວຍຄວາມຄິດສ້າງສັນ ຄວາມຫຼັກແຫຼມ ແລະ ຄວາມຄົມຄາຍ. ຜູ້ຊະນະລະດັບທອງສຳລິດແມ່ນຜົນງານທີ່ມີທັກສະພຽງພໍ ແລະ ສ້າງສັນຢ່າງໂດດເດັ່ນ ທີ່ຢືນຢັນປະສົບການອັນກວ້າງຂວາງ ຈິນຕະນາການ ແລະ ຄວາມສາມາດຂອງຜູ້ອອກແບບ. Plant Selected ໜ້າທີ່ຫຼັກ: ບັນຈຸພັນສຳລັບເຄື່ອງດື່ມຈາກພືດ ຖືກຄາດວ່າຈະເປັນສິ່ງຂອງທີ່ໄດ້ຮັບການຍົກຍ້ອງສູງ ໜ້າຊົມເຊີຍ ແລະ ເປັນທີ່ຮັກແພງ ທີ່ເປັນມືອາຊີບ ແລະ ມີນະວັດຕະກຳຢ່າງໂດດເດັ່ນ. ການອອກແບບທີ່ຊະນະລະດັບທອງສຳລິດນີ້ນຳໃຊ້ວິທີປະຕິບັດທີ່ດີທີ່ສຸດໃນດ້ານສິລະປະ ວິທະຍາສາດ ການອອກແບບ ແລະ ເຕັກໂນໂລຊີ ແລະ ດີເລີດໃນການເອົາໃຈໃສ່ລາຍລະອຽດ. Plant Selected ໜ້າທີ່ຫຼັກ: ບັນຈຸພັນສຳລັບເຄື່ອງດື່ມຈາກພືດ ຕອບສະໜອງຄວາມຕ້ອງການຢ່າງດີເລີດ ສຳຜັດຄວາມປາດຖະໜາ ດຶງດູດຄວາມຮູ້ສຶກ ແລະ ກະຕຸ້ນຄວາມຢາກຮູ້ຢາກເຫັນ.
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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