Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry nataon'i Blackandgold Shanghai

Ny endrika Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry nataon'i Blackandgold Shanghai dia mpandresy sarobidy amin'ny 2022 A' Design Award Varahina amin'ny Sokajin'ny Fifanintsanana Famolavolana Fonosana.

VarahinaFonosana· 2022

Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry

nataon'i Blackandgold Shanghai

Mpanjifa: Yili Group

Mpandresy A' Design Award Varahina amin'ny Sokajy Fonosana

12,113

Mpandresy Loka Voamarina

Hanamarina ny Sata Loka ho an'ny #126422

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

Loko

Ny Endrika

Momba ny Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry

Plant Selected dia fonosana ho an'ny zava-pisotro avy amin'ny zavamaniry. Ny tavoahangy dia vita amin'ny PET ary rakofan'ny sarikanto matte, ary manana refy 60 mm ny sakany, 60 mm ny lalindalina ary 177 mm ny hahavony. Ny endri-javatra dia manaraka fomba minimalisma nalaina tahaka avy amin'ny endri-javatra Scandinave, izay misy faritra fotsy midadasika. Ny tombontsoa fototra, dia protéine 6 grama isaky ny 100 mililitra, dia voalaza mazava tsara. Fonosana zava-pisotro maro avy amin'ny zavamaniry no mampiasa sary maro sy be zavatra izay mampiseho ireo singa ao anatiny sy sary momba ny vokatra. Ny endri-javatra tony an'ny Plant Selected kosa dia natao mba hiavaka eo amin'ny sokajy any amin'ny fivarotana ary mampiseho ilay zava-pisotro ho toy ny sakafo mahasalama ho an'ny vegan.

Ny Fankasitrahana

Momba ny A' Design Award Varahina

Nandresy ny A' Design Award Varahina ny famolavolana Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry, fankasitrahana malaza be omena ny famolavolana miavaka izay mampiavaka ny fahaiza-mamorona, ny fahazotoana ary ny fahamaotinan-tsaina. Ny mpandresy Varahina dia zavatra vita tanana mahay dia mahay ary mamorona mivantana izay manamafy ny traikefa be dia be, ny sarintsaina ary ny fahaizan-kafoy an'ny mpamolavola azy. Andrasana ho zavatra ankasitrahana be, ankafizina ary tiana, mahay amin'ny asa sady vaovao ny famolavolana Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry. Ity famolavolana nandresy ny A' Design Award Varahina ity dia mitahiry ny fomba fanao tsara indrindra amin'ny zavakanto, ny siansa, ny famolavolana ary ny teknolojia, ary tsara indrindra amin'ny fitandremana ny antsipirihany. Ny famolavolana Plant Selected Fonosana Zava-pisotro Avy Amin'ny Zavamaniry dia mahafa-po ny filana tsara, mikasika ny faniriana, mahasarika ny fihetseham-po ary misarika ny fahalianana.

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: 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.
Refy & Fonosana: Width 60 mm x Depth 60 mm x Height 177 mm
Marika: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Teknolojia Famokarana: PET bottle covered with Matte film
Fanamby Endrika: 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.
Fikarohana: 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.
Aingam-panahy: 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.
Faharetan'ny Tetikasa: In 2019, the project started in September and finished in January, 2020
Fizotr'asa: 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.
Mpikambana ao amin'ny Ekipa: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Loharanon-tsary: All photos and video credits to blackandgold Shanghai, 2021.