Theo Rebrand Fungsi Utama: Pembungkusan Coklat oleh Clarkmcdowall Inc

Reka bentuk Theo Rebrand Fungsi Utama: Pembungkusan Coklat oleh Clarkmcdowall Inc ialah pemenang yang sangat dihormati bagi 2021 A' Design Award Perak yang amat berprestij dalam Kategori Pertandingan Reka Bentuk Pembungkusan.

PerakPembungkusan· 2021

Theo Rebrand Fungsi Utama: Pembungkusan Coklat

oleh Clarkmcdowall Inc

Klien: Clarkmcdowall

Pemenang A' Design Award Perak dalam Kategori Pembungkusan

22,662

Pemenang Anugerah Yang Disahkan

Sahkan Status Anugerah untuk #112066

Lawati Laman Lihat di A' Design Award Siaran Akhbar Lencana Anugerah

Warna

Reka Bentuk

Mengenai Theo Rebrand Fungsi Utama: Pembungkusan Coklat

Teks Buku: Theo Rebrand ialah program pembungkusan dan identiti visual untuk jenama coklat perdagangan adil, jenis bean-to-bar. Reka bentuk ini menggunakan sapuan cat yang berani sebagai tingkap kepada penerokaan rasa dan sebagai ekspresi ketukangan di sebalik coklat premium. Latar belakang putih menggambarkan pemakanan bersih dan ketulenan bahan-bahan, serta membantu pembungkusan menonjol di rak. Bar berukuran kira-kira 3 kali 6 inci dan menggunakan pembalut kertas dengan lapisan dalaman berkerajang. Cawan berukuran kira-kira 2 kali 4 inci dan menggunakan pembalut aliran pada substrat matte. Matlamatnya adalah untuk mengaitkan piawaian yang lebih tinggi dengan rasa yang enak.

Pengiktirafan

Mengenai A' Design Award Perak

Theo Rebrand Fungsi Utama: Pembungkusan Coklat ialah pemenang A' Design Award Perak, pengiktirafan yang sangat berprestij yang dianugerahkan kepada reka bentuk bertaraf tinggi, indah dan mengagumkan. Pemenang Perak ialah karya yang amat cemerlang dan sangat kreatif yang menggambarkan kepakaran, bakat dan ketajaman fikiran yang luar biasa pereka bentuknya. Theo Rebrand Fungsi Utama: Pembungkusan Coklat diharapkan menjadi karya yang menakjubkan, contoh teladan, sangat profesional dan sangat inovatif. Reka bentuk pemenang A' Design Award Perak ini ialah ciptaan yang sangat ketara dan dikagumi yang memberi manfaat kepada dan memajukan batas seni, sains, reka bentuk dan teknologi. Theo Rebrand Fungsi Utama: Pembungkusan Coklat ialah ciptaan yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif dan mencetuskan rasa hairan serta kagum.

Di Sebalik Reka Bentuk

Kit Akhbar

Kredit, ahli pasukan dan butiran teknikal yang disediakan oleh pereka.

Ciri-Ciri 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 & Pembungkusan: 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 Pengeluaran: 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.
Cabaran Reka Bentuk: 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.
Penyelidikan: 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.
Tempoh Projek: 6 months from kickoff to delivery of final packaging.
Aliran 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
Ahli Pasukan: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Kredit Imej: David Estep