Clarkmcdowall Inc द्वारा निर्मित Theo Rebrand प्राथमिक कार्य: चकलेट प्याकेजिङ अत्यन्त प्रतिष्ठित 2021 A' Design Award रजत पुरस्कार को प्याकेजिङ डिजाइन प्रतिस्पर्धा श्रेणीमा अत्यधिक सम्मानित विजेता हो।
रजतप्याकेजिङ· 2021
Theo Rebrand प्राथमिक कार्य: चकलेट प्याकेजिङ
Clarkmcdowall Inc द्वारा
ग्राहक: Clarkmcdowall
प्याकेजिङ श्रेणीमा A' Design Award रजत पुरस्कार विजेता
प्रमाणित पुरस्कार विजेता
#112066 को पुरस्कार स्थिति प्रमाणित गर्नुहोस्डिजाइन
Theo Rebrand प्राथमिक कार्य: चकलेट प्याकेजिङ बारेमा
Book Text: थियो रिब्रान्ड भनेको फेयर-ट्रेड, बिन-टु-बार चकलेट ब्रान्डका लागि एउटा प्याकेजिङ र भिजुअल आइडेन्टिटी कार्यक्रम हो। यस डिजाइनले एउटा बोल्ड पेन्ट स्ट्रोकलाई स्वाद अन्वेषणको झ्यालको रूपमा र प्रिमियम चकलेट पछाडिको शिल्पकलाको अभिव्यक्तिको रूपमा प्रयोग गर्छ। सेतो पृष्ठभूमिले स्वच्छ खानपान र अवयवहरूको शुद्धताको सङ्केत गर्छ, र प्याकहरूलाई सेल्फमा छुट्टिन मद्दत गर्छ। बारहरू करिब ३ बाई ६ इन्च नाप्छन् र भित्री फोइल तह भएको कागजको ओभरर्याप प्रयोग गर्छन्। कपहरू करिब २ बाई ४ इन्च नाप्छन् र म्याट सब्स्ट्रेटमा फ्लो र्याप प्रयोग गर्छन्। यसको उद्देश्य उच्च स्तरहरूलाई राम्रो स्वादसँग जोड्नु हो।
मान्यता
A' Design Award रजत पुरस्कार बारेमा
Theo Rebrand प्राथमिक कार्य: चकलेट प्याकेजिङ A' Design Award रजत पुरस्कारको विजेता हो, सर्वोच्च श्रेणीका, सुन्दर र प्रभावशाली डिजाइनहरूलाई दिइने असाधारण रूपमा प्रतिष्ठित मान्यता। रजत विजेताहरू अत्यन्त चम्किला र धेरै सृजनशील कृतिहरू हुन्, जसले डिजाइनरहरूको उत्कृष्ट विशेषज्ञता, प्रतिभा र सूक्ष्म दृष्टि देखाउँछन्। Theo Rebrand प्राथमिक कार्य: चकलेट प्याकेजिङ अद्भुत, आदर्श, अत्यन्त व्यावसायिक र गहिरो रूपमा नवीन कृति बन्नेछ भन्ने अपेक्षा छ। Theo Rebrand प्राथमिक कार्य: चकलेट प्याकेजिङ धेरैले ईर्ष्या गर्ने रचना हो; यसले इच्छा जगाउँछ, सकारात्मक भावना ल्याउँछ र आश्चर्य तथा विस्मय पैदा गर्छ।
डिजाइनको पछाडि
प्रेस किट
डिजाइनरद्वारा प्रदान गरिएका श्रेय, टोलीका सदस्यहरू र प्राविधिक विवरणहरू।
- अद्वितीय विशेषताहरू
- 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
- आयाम र प्याकेजिङ
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- ट्यागहरू
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- उत्पादन प्रविधि
- 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.
- डिजाइन चुनौती
- 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.
- अनुसन्धान
- 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.
- प्रेरणा
- 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.
- परियोजना अवधि
- 6 months from kickoff to delivery of final packaging.
- सञ्चालन प्रवाह
- 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. - पेटेन्टहरू
- N/A
- टोली सदस्यहरू
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - छवि क्रेडिटहरू
- David Estep
प्रायोजित
Designers.org भन्दा पर अन्वेषण गर्नुहोस्
हाम्रा विज्ञापन साझेदारहरूका उत्पादन, सेवा र अवसरहरू पत्ता लगाउनुहोस्।
थप अन्वेषण गर्नुहोस्
सम्बन्धित डिजाइनहरू
योग्यताको आधारमा छानिएका उही श्रेणीका थप पुरस्कार विजेता डिजाइनहरू अन्वेषण गर्नुहोस्।
