Theo Rebrand Sjokoladeemballasje av Clarkmcdowall Inc

Designet Theo Rebrand Sjokoladeemballasje av Clarkmcdowall Inc er en høyt verdsatt vinner av den svært prestisjetunge 2021 A' Design Award i Sølv i konkurransekategorien Emballasjedesign.

SølvEmballasje· 2021

Theo Rebrand Sjokoladeemballasje

av Clarkmcdowall Inc

Klient: Clarkmcdowall

Vinner av A' Design Award i Sølv i kategorien Emballasje

22,662

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Designet

Om Theo Rebrand Sjokoladeemballasje

Theo Rebrand er et emballasje- og visuell identitetsprogram for et rettferdig handlet sjokolademerke som lager sjokolade fra bønne til plate. Designet bruker et dristig malingsstrøk som et vindu til smaksoppdagelse og som et uttrykk for håndverket bak premiumsjokolade. En hvit bakgrunn antyder ren mat og rene ingredienser, og bidrar til at pakningene skiller seg ut på hyllen. Platene måler omtrent 3 ganger 6 tommer og bruker en papirinnpakning med et innvendig folielag. Koppene måler omtrent 2 ganger 4 tommer og bruker en flow-innpakning på et matt underlag. Målet er å knytte høyere standarder sammen med god smak.

Anerkjennelsen

Om A' Design Award i Sølv

Theo Rebrand Sjokoladeemballasje er vinner av A' Design Award i Sølv, en usedvanlig prestisjefylt anerkjennelse som tildeles design i toppklassen som er nydelige og imponerende. Sølvvinnere er enormt briljante og usedvanlig kreative verk som viser designernes enestående ekspertise, talent og skarpsindighet. Theo Rebrand Sjokoladeemballasje forventes å være et praktfullt utstillingsverk som er bemerkelsesverdig profesjonelt og dypt nyskapende. Dette designet, som har vunnet A' Design Award i Sølv, er en svært bemerkelsesverdig, beundret oppfinnelse som gagner og flytter grensene for kunst, vitenskap, design og teknologi. Theo Rebrand Sjokoladeemballasje er et skaperverk mange misunner, som vekker ønsker, gir positive følelser og vekker undring og forundring.

Bak designet

Pressepakke

Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.

Unike egenskaper: 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
Dimensjoner og emballasje: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Stikkord: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Produksjonsteknologi: 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.
Designutfordring: 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.
Forskning: 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.
Inspirasjon: 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.
Prosjektvarighet: 6 months from kickoff to delivery of final packaging.
Driftsflyt: 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.
Patenter: N/A
Teammedlemmer: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Bildekreditering: David Estep