Theo Rebrand Šokolādes iepakojums — Clarkmcdowall Inc

Darbs Theo Rebrand Šokolādes iepakojums, kura autors ir Clarkmcdowall Inc, ir augsti novērtēts un ļoti prestižās 2021 Sudraba balva A' Design Award ieguvējs kategorijā Iepakojuma dizains.

SudrabaIepakojums· 2021

Theo Rebrand Šokolādes iepakojums

Autors: Clarkmcdowall Inc

Klients: Clarkmcdowall

Sudraba balva A' Design Award ieguvējs kategorijā Iepakojums

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Krāsas

Dizains

Par Theo Rebrand Šokolādes iepakojums

Theo Rebrand ir iepakojuma un vizuālās identitātes programma godīgas tirdzniecības, no pupiņas līdz plāksnītei šokolādes zīmolam. Dizains izmanto drosmīgu krāsas triepienu kā logu uz garšas atklāšanu un kā izteiksmi meistarībai, kas slēpjas aiz augstas kvalitātes šokolādes. Balts fons liek domāt par veselīgu ēšanu un sastāvdaļu tīrību un palīdz iepakojumiem izcelties plauktā. Plāksnītes ir aptuveni 3 x 6 collas lielas un izmanto papīra iesaiņojumu ar folijas iekšējo slāni. Krūzītes ir aptuveni 2 x 4 collas lielas un izmanto plūstošo iesaiņojumu uz matēta pamata. Mērķis ir sasaistīt augstākus standartus ar labu garšu.

Atzinība

Par Sudraba balva A' Design Award

Theo Rebrand Šokolādes iepakojums ir Sudraba balvas A' Design Award ieguvējs, ārkārtīgi prestiža atzinība, ko piešķir augstākās klases, krāšņiem un iespaidīgiem dizainiem. Sudraba ieguvēji ir ārkārtīgi spožas un ļoti radošas izpausmes, kas parāda to dizaineru izcilo kompetenci, talantu un asredzību. Sagaidāms, ka Theo Rebrand Šokolādes iepakojums būs lielisks, paraugdarbs, ļoti profesionāls un dziļi inovatīvs. Šis ar Sudraba balvu apbalvotais dizains ir ievērojams, apbrīnots izgudrojums, kas palīdz paplašināt mākslas, zinātnes, dizaina un tehnoloģiju robežas. Theo Rebrand Šokolādes iepakojums ir radījums, kam daudzi apskauž, kas modina vēlmes, rada pozitīvas izjūtas un raisa izbrīnu un apbrīnu.

Aiz dizaina

Preses materiāli

Dizainera sniegtie autori, komandas dalībnieki un tehniskie dati.

Unikālās īpašības: Theo Chocolate pioneered fair-trade, bean-to-bar chocolate. But when new players came along and fair trade was table stakes, it was time to differentiate. Consumers wanted their choice in chocolate to be simple. We needed to show the link between higher-standard chocolate and good taste. We clarified brand purpose, expanding their offerings through innovation. For design, we prioritized elements that were central to this story and developed a confident visual identity across the ecosystem
Izmēri un iepakojums: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Birkas: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Ražošanas tehnoloģija: The project started with a segmentation study to understand the premium chocolate category and consumer, including current and future Theo consumers. Following segmentation, we did a brand equities study to understand what elements were central, supporting and not relevant to Theo's study. From there, we defined a differentiated brand purpose and positioning platform which ultimately inspired the creative idea, Boldly Reimagined.
Dizaina izaicinājums: Growth had slowed and there was pressure to turn the brand back to positive growth quickly.Before reimagining Theo visually and verbally, we had to understand the premium chocolate consumer, the category and where they fit within it. We wanted to ensure we understood the role of the current brand equities before moving forward. Theo also had great attributes to communicate and part of the challenge was to prioritize the messages that were most meaningful to consumers.
Pētījums: Research included an online consumer segmentation to understand the premium chocolate category and consumer, including current and future Theo consumers. For qualitative research, we did both ethnographies and brand equities research online to evaluate the role and meaning of key brand equities. The results included consumer segments, a bullseye consumer target profile, a core consumer insight, and a tangible brief with recommendations for brand evolution.
Iedvesma: Our design was inspired by Boldly Reimagined - bringing consumers closer to the layered beauty of responsibly sourced chocolate. We used the bold paint stroke as a window to taste discovery and an expression of the craft of premium chocolate. The white background suggests clean eating, purity of ingredients and allows the pack to cut through visual clutter on shelf. The paint stroke is a distinct element that stands out within the category. The Theo brand mark itself of idiosyncratic quality.
Projekta ilgums: 6 months from kickoff to delivery of final packaging.
Darbības plūsma: Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past 6 months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during COVID-19. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019.
Based on Designalytics’ consumer evaluation and sales performance, it’s clear that shoppers are sweet on the new design. Over the past six months, Theo Chocolate’s sales have increased by 11% in the grocery channel compared to the same period during the prior year. The brand has outpaced and contributed to category growth during the COVID-19 crisis. Moreover, base velocities over the past six months have increased by more than 20% in both grocery and natural channels compared to the same period in 2019.
Patenti: N/A
Komandas dalībnieki: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Attēlu autori: David Estep