Designet Plant Selected Plantebasert drikkeemballasje av Blackandgold Shanghai er en høyt verdsatt vinner av den svært prestisjetunge 2022 A' Design Award i Bronse i konkurransekategorien Emballasjedesign.
BronseEmballasje· 2022
Plant Selected Plantebasert drikkeemballasje
Klient: Yili Group
Vinner av A' Design Award i Bronse i kategorien Emballasje
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Om Plant Selected Plantebasert drikkeemballasje
Plant Selected er emballasje for en plantebasert drikk. Flasken er laget av PET og dekket med en matt film, og måler 60 mm bred, 60 mm dyp og 177 mm høy. Designet følger en minimalistisk stil inspirert av skandinavisk design, med et stort område med hvitt rom. Den viktigste fordelen, 6 gram protein per 100 milliliter, er tydelig angitt. Mange plantebaserte drikker bruker travel grafikk som viser ingredienser og produktbilder. Det rolige oppsettet til Plant Selected er ment å skille seg ut i hyllen og å presentere drikken som vegansk ernæring.
Anerkjennelsen
Om A' Design Award i Bronse
Plant Selected Plantebasert drikkeemballasje er vinner av A' Design Award i Bronse, en høyt prestisjefylt anerkjennelse som tildeles enestående design som utmerker seg ved kreativitet, oppfinnsomhet og skarpsindighet. Bronsevinnere er rikt dyktige og påfallende kreative gjenstander som bekrefter designernes store erfaring, fantasi og ressurssterkhet. Plant Selected Plantebasert drikkeemballasje forventes å være en høyt ansett, beundret og verdsatt gjenstand som er bemerkelsesverdig profesjonell og nyskapende. Dette designet, som har vunnet A' Design Award i Bronse, rommer beste praksis innen kunst, vitenskap, design og teknologi og utmerker seg ved sin omtanke for detaljer. Plant Selected Plantebasert drikkeemballasje tilfredsstiller behov på en strålende måte, berører ønsker, sjarmerer følelser og vekker nysgjerrighet.
Bak designet
Pressepakke
Krediteringer, teammedlemmer og tekniske detaljer levert av designeren.
- Unike egenskaper
- In China, plant-based beverage market has become highly homogeneous, and the customer perceived value of these traditional drinks is low. Plant Selected enhances its perceived value by claiming itself as vegan nutrition provider, instead of communicating ingredients and authenticity just like competitors. When displayed on shelves, its minimalism packaging can stand out among the competitors with busy and conventional design code. Additionally, Plant Selected introduces the concept of Plant Milk to China market to compete with milk category.
- Dimensjoner og emballasje
- Width 60 mm x Depth 60 mm x Height 177 mm
- Stikkord
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Produksjonsteknologi
- PET bottle covered with Matte film
- Designutfordring
- Our goal is to reposition Plant Selected as vegan nutrition provider. Therefore, we need to find a way to not differentiate Plant Selected from traditional plant-based beverages but also show its nutrition superiority than milk (Plant Selected 6.0g/100mL vs milk 3.0-4.0g/100mL). To overcome this challenge, we looked forwards the products from other categories that communicates healthy lifestyle. Besides, we viewed the social media accounts of the healthy lifestyle influencers to find out what products they like to use in daily life.
- Forskning
- To stand out among the fierce competition, Plant Selected switched its positioning from soy milk expert to vegan nutrition provider targeting at consumers caring about their health and shape. We gathered the insights from client research that the target audience focus on ingredients and benefits. Then, we did the desk research to understand the competitors as well as the design cue from other categories such as trendy 0 sugar yogurt, etc. We proposed several creative directions with design references and discussed with client to narrow down to one direction.
- Inspirasjon
- The Plant Selected packaging is inspired by Scandinavian Design. To follow the rising health consciousness, clean label and 0 additives have become popular in food and beverage category. While the plant-based beverage category remains quite traditional. Therefore, we select the minimalism design to distinguish Plant Selected from other competitors and convey the brand promise of high protein and no additives by leaving a large area of white space.
- Prosjektvarighet
- In 2019, the project started in September and finished in January, 2020
- Driftsflyt
- Plant-based beverages, especially soy milk, are quite popular in China. Their packaging are always presenting ingredient and product shot, highly homogeneous. Plant Selected's new packaging uses the minimalism design to stand out on the shelf. The key benefits are displayed on packaging directly. It creates a differentiation from competitors.
- Teammedlemmer
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Bildekreditering
- All photos and video credits to blackandgold Shanghai, 2021.
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