Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete nā Clarkmcdowall Inc

Ko te hoahoa Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete nā Clarkmcdowall Inc he kaitoa whakahirahira o te 2021 A' Design Award Hiriwa i te Wāhanga Whakataetae Hoahoa Takai.

HiriwaTakai· 2021

Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete

nā Clarkmcdowall Inc

Kiritaki: Clarkmcdowall

Kaitoa o te A' Design Award Hiriwa i te Wāhanga Takai

23,483

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #112066

Torohia te Pae Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete

Book Text: Ko Theo Rebrand he kaupapa whakakōpaki me te tuakiri ā-tirohanga mō tētahi waitohu tiakarete ā-pīni-ki-te-pāta, hokohoko tika. Ka whakamahi te hoahoa i te tā peita mārohirohi hei matapihi ki te tūhura reka, hei whakaaturanga hoki mō te toi kei muri i te tiakarete matua. Ka tohu te papamuri mā i te kai mā me te parakore o ngā kai, ā, ka āwhina i ngā mōkihi kia tū ā-tū ake i runga i te papa. Ko te rahi o ngā pāta he 3 mā te 6 īnihi, ā, ka whakamahi i te whakakōpaki pepa me te paparanga rārangi kōnihi ā-roto. Ko te rahi o ngā kapu he 2 mā te 4 īnihi, ā, ka whakamahi i te whakakōpaki rere ki runga i te papapūtake pōhauhau. Ko te whāinga he hono i ngā paerewa teitei ki te reka pai.

Te Whakamihi

Mō te A' Design Award Hiriwa

Ko Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete te toa o te A' Design Award Hiriwa, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa taumata teitei rawa, ātaahua me te whakamīharo. Ko ngā toa Hiriwa he mahi tino kanapa, tino auaha e whakaatu ana i te mātanga, te pūmanawa me te mōhio hōhonu o ā rātou kaihoahoa. E tūmanakohia ana ko Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete he mahi whakamīharo, he tauira, he tino ngaio, he auaha hōhonu. Ko tēnei hoahoa i toa i te Hiriwa he hanganga rongonui, whakamīharotia e whai wāhi ana ki te whakawhānui i ngā rohe o te toi, te pūtaiao, te hoahoa me te hangarau. Ko Theo Rebrand Primary Function: Te Whakakōpaki Tiakarete he mahi e hae ana te tini, e whakaara ana i ngā hiahia, e kawe mai ana i ngā kare-ā-roto pai, ā, e whakaoho ana i te mīharo.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: 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
Inenga & Pēketanga: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tūtohu: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Hangarau Whakanao: 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.
Wero Hoahoa: 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.
Rangahau: 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.
Whakaaweawe: 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.
Roanga o te Kaupapa: 6 months from kickoff to delivery of final packaging.
Rerenga Mahi: 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.
Pātene: N/A
Ngā Mema o te Rōpū: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Whakamana Whakaahua: David Estep