Theo Rebrand Kemasan Coklat dek Clarkmcdowall Inc

Theo Rebrand Kemasan Coklat dek Clarkmcdowall Inc adolah pamenang nan sangaik tahormat dari A' Design Award Perak 2021 nan sangaik prestigius dalam Kategori Kompetisi Desain Kamasan.

PerakKamasan· 2021

Theo Rebrand Kemasan Coklat

dek Clarkmcdowall Inc

Klien: Clarkmcdowall

Pamenang A' Design Award Perak dalam Kategori Kamasan

23,483

Pamenang Pangharogaan Taverifikasi

Verifikasi Status Pangharogaan untuak #112066

Kunjungi Situs Caliak di A' Design Award Siaran Pers Lencana Penghargaan

Warno

Desain

Tantang Theo Rebrand Kemasan Coklat

Theo Rebrand adolah program kemasan sarato identitas visual untuak sabuah merek coklat bean-to-bar nan fair-trade. Desain ko mamakai sapuan cat nan tageh sabagai jandela ka panamuan raso sarato sabagai ungkapan karajinan tangan di baliak coklat premium. Latar balakang putiah manunjuakkan pola makan nan barasiah sarato kamurnian bahan, sarato mambantu kemasan tampak manonjol di rak. Batang coklat ukuranyo kiro-kiro 3 kali 6 inci sarato mamakai pambungkuih kertas jo lapisan dalam foil. Cangkir ukuranyo kiro-kiro 2 kali 4 inci sarato mamakai flow wrap di ateh substrat matte. Tujuannyo adolah untuak mangaikkan standar nan labiah tinggi jo raso nan lamak.

Pangakuan

Tantang A' Design Award Perak

Theo Rebrand Kemasan Coklat adolah pamenang A' Design Award Perak, sabuah pangakuan nan luar biaso bapresti nan dibarikan ka rancangan tingkaik tatinggi, elok jo mangesankan. Pamenang Perak adolah karya nan sangaik cemerlang jo sangaik kreatif nan mamparlihatkan kapakaran, bakaik jo katajaman pikiran parancangnyo. Theo Rebrand Kemasan Coklat dipaokan manjadi karya nan mangaguikan, contoh tauladan, sangaik profesional jo inovatif sacaro dalam. Rancangan nan manang Perak iko adolah panemuan nan nampak jo dikagumi nan mambari sumbangan untuak maluaskan batas seni, ilimu, rancangan jo teknologi. Theo Rebrand Kemasan Coklat adolah ciptaan nan dicamburui banyak urang, nan mambangkikkan karinduan, mambaok parasaan positif jo malahiakan karagumon jo kakaguman.

Di Baliak Desain

Kit Pers

Kredit, anggota tim jo rincian teknis nan disadioan dek perancang.

Sifat Unik: 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
Dimensi & Kemasan: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tag: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teknologi Produksi: 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.
Tantangan Desain: 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.
Penelitian: 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.
Inspirasi: 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.
Durasi Proyek: 6 months from kickoff to delivery of final packaging.
Alua Operasi: 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.
Paten: N/A
Anggota Tim: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Kredit Gambar: David Estep