Theo Rebrand Tlaquentli tlen Chocolate by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 Mahuizolli A' Design Award Iztacteocuitlatl in Tlaquimilolli Tlachihchihualiztli Competition Category.
IztacteocuitlatlTlaquimilolli· 2021
Theo Rebrand Tlaquentli tlen Chocolate
Client: Clarkmcdowall
Mahuizolli A' Design Award Iztacteocuitlatl Winner in Tlaquimilolli Category
Verified Award Winner
Verify Award Status for #112066The Design
About Theo Rebrand Tlaquentli tlen Chocolate
Theo Rebrand ye se tequitl tlen tlaquentli iwan tlaixnextiliztli tlen se chocolate tlanamacaliztli tlen kualli tlaxtlawia (fair-trade) iwan tlen chihchihua chocolate ipan bean-to-bar. Ipan inin tlachihchihualiztli motequitiltia se chikawak tlapalli tlen tlaxopewaliztli (paint stroke) ken se tlanextli tlen tikpanoltia inik tikahsis tlen welik, iwan ken se tlanextiliztli tlen tequitl tlen ehua tlaixpanoltia inin kualli chocolate. Se istak tlaixpan kittitia chipawak tlacualiztli iwan ichipawaka tlen tlen ika mochihua, iwan tepalewia inik motta kualli ipan tlaixpehualli. Nopa tlaxcaltontli chocolate (bars) kimati kanah 3 ipan 6 pulgadas iwan motequitiltia se amatl tlaquentli tlen ipan ihtik ka se foil tlaquentli. Nopa apiloltontin (cups) kimati kanah 2 ipan 4 pulgadas iwan motequitiltia se flow wrap ipan se matte tlaquentli. Nopa tlen monequi ye kisalos hueyi tlanawatiltin ika kualli welikayotl.
The Recognition
About the Mahuizolli A' Design Award Iztacteocuitlatl
Theo Rebrand Tlaquentli tlen Chocolate ca in quicuic in Mahuizolli A' Design Award Iztacteocuitlatl, hueyi tlamahuizoliztli tlen momaca in huel yectli, tlanextic ihuan mahuiztic tlachihualli. In quicuicah Iztacteocuitlatl ca cenca cualli ihuan cenca yancuic tlachihualli in quinextia in tlamatiliztli, toltecayotl ihuan ixtlamatiliztli intlachihuanime. Ca quinequi in Theo Rebrand Tlaquentli tlen Chocolate ca cenca cualli, cenca motequiuhtia ihuan yancuic. Ni dizayno in quicuic Iztacteocuitlatl quihuelitia in toltecayotl, tlamatiliztli, dizayno ihuan teknolohia. Theo Rebrand Tlaquentli tlen Chocolate quiyolchicahua in tlacah, quipaquiltia ihuan quitlamahuiztiltia.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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
- Dimensions & Packaging
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- Tags
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- Production Technology
- 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.
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- 6 months from kickoff to delivery of final packaging.
- Operation Flow
- 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. - Patents
- N/A
- Team Members
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - Image Credits
- David Estep
Sponsored
Explore Beyond Designers.org
Discover products, services and opportunities from our advertising partners.
More to Explore
Related Designs
Explore more award-winning designs from the same category, selected by merit.
