Theo Rebrand Fonosana Sôkôlà nataon'i Clarkmcdowall Inc

Ny endrika Theo Rebrand Fonosana Sôkôlà nataon'i Clarkmcdowall Inc dia mpandresy sarobidy amin'ny 2021 A' Design Award Volafotsy amin'ny Sokajin'ny Fifanintsanana Famolavolana Fonosana.

VolafotsyFonosana· 2021

Theo Rebrand Fonosana Sôkôlà

nataon'i Clarkmcdowall Inc

Mpanjifa: Clarkmcdowall

Mpandresy A' Design Award Volafotsy amin'ny Sokajy Fonosana

22,662

Mpandresy Loka Voamarina

Hanamarina ny Sata Loka ho an'ny #112066

Tsidiho ny Tranonkala Jereo ao amin'ny A' Design Award Fanambarana ho an'ny Mpanao Gazety Marika Loka

Loko

Ny Endrika

Momba ny Theo Rebrand Fonosana Sôkôlà

Theo Rebrand dia programa fonosana sy famantarana an-tsary ho an'ny marika sôkôlà natao amin'ny ara-drariny mivantana avy amin'ny voa mankany amin'ny bara. Ny endrika dia mampiasa dian-doko be herisetra ho toy ny varavarankely mankany amin'ny fikarohana tsiro sy ho toy ny fanehoana ny asa tanana ao ambadiky ny sôkôlà ambony lenta. Ny fototra fotsy dia manondro sakafo madio sy ny fahadiovan'ny akora, ary manampy ny fonosana hiavaka eo amin'ny talantalana. Ny bara dia mirefy manodidina ny 3 x 6 santimetatra ary mampiasa fonosana taratasy misy sosona vy fisaka ao anatiny. Ny kaopy dia mirefy manodidina ny 2 x 4 santimetatra ary mampiasa fonosana mikoriana amin'ny fototra matimatoka. Ny tanjona dia ny hampifandray ny fenitra ambony amin'ny tsiro tsara.

Ny Fankasitrahana

Momba ny A' Design Award Volafotsy

Nandresy ny A' Design Award Volafotsy ny famolavolana Theo Rebrand Fonosana Sôkôlà, fankasitrahana malaza be omena ny famolavolana ambaratonga ambony, tsara tarehy ary mahavariana. Ny mpandresy Volafotsy dia asa mamirapiratra dia mamirapiratra ary mamorona dia mamorona izay maneho ny fahaizana, ny talenta ary ny fahamaotinan-tsain'ny mpamolavola azy. Andrasana ho asa mahagaga, ohatra tsara, mahay amin'ny asa ary vaovao amin'ny halalin-tsaina ny famolavolana Theo Rebrand Fonosana Sôkôlà. Ity famolavolana nandresy ny A' Design Award Volafotsy ity dia fikarohana miavaka be ary ankafizina izay mahasoa ary mampandroso ny sisintanin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia. Ny famolavolana Theo Rebrand Fonosana Sôkôlà dia famoronana mahazo fitaka be izay mamaly ny faniriana, mitondra fihetseham-po tsara ary mamelona fahagagana sy fahatalanjonana.

Ao Ambadiky ny Endrika

Fitaovana ho an'ny Mpanao Gazety

Fankasitrahana, mpikambana ao amin'ny ekipa ary antsipiriany teknika nomen'ny mpanao endrika.

Toetra Manokana: 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
Refy & Fonosana: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Marika: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teknolojia Famokarana: 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.
Fanamby Endrika: 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.
Fikarohana: 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.
Aingam-panahy: 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.
Faharetan'ny Tetikasa: 6 months from kickoff to delivery of final packaging.
Fizotr'asa: 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.
Patanta: N/A
Mpikambana ao amin'ny Ekipa: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Loharanon-tsary: David Estep