Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat per Clarkmcdowall Inc

Lo dissènh Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat per Clarkmcdowall Inc es un laureat autfo estimfo del prestigfo 2021 A' Design Award d'Argent dins la Categoria de Competfo Dissènh d'Embalatge.

ArgentEmbalatge· 2021

Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat

per Clarkmcdowall Inc

Client : Clarkmcdowall

Laureat del A' Design Award d'Argent dins la Categoria Embalatge

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Laureat de Prèmi Verificat

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Colors

Lo Concèpte

A prepaus de Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat

Theo Rebrand es un programa d'empaquetatge e d'identitat visuala per una marca de chocolat de comèrci equitable, del grun a la tauleta. Lo design utiliza una pincelada audaciosa coma fenèstra cap a la descobèrta del gost e coma expression del saber-far darrièr lo chocolat de qualitat superiora. Un fons blanc suggerís un alimentacion sana e la puretat dels ingredients, e ajuda los paquets a se distinguir sus l'estanquièr. Las tauletas fan environ 3 sus 6 poces e utilizan un embalatge de papièr amb una capa intèrna de fuèlha metallica. Los gobelets fan environ 2 sus 4 poces e utilizan un embalatge fluid sus un substrat mat. L'objectiu es de ligar d'estandards mai elevats amb un bon gost.

La Reconoissença

A prepaus del A' Design Award d'Argent

Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat a ganhat la distincion A' Design Award d'Argent, una reconeissença extraordinàriament prestigiosa acordada a de designs d'ort de gamma, esplendids e impressionants. Los ganhaires de l'Argent son d'òbras terriblament brilhantas e extrèmament creativas que illustran l'experiéncia, lo talent e la finessa excepcionals de lors designers. S'espèra que Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat siá una òbra meravilhosa e de referéncia, notablament professionala e prigondament innovanta. Aqueste design ganhaire de la distincion A' Design Award d'Argent es una invencion fòrça notabla e admirada, que fa un ben e fa avançar las frontièras de l'art, de la sciéncia, del design e de la tecnologia. Theo Rebrand Fonccion Primària: Empaquetatge de Chocolat es una creacion immensament envejada que desrevelha de desirs, aduch de sentiments positius e fa néisser l'estonament e l'esmaiment.

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Kit de premsa

Crèdits, membres de l'equipa e detalhs tecnics fornits pel designer.

Proprietats Unicas: 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 e Embalatge: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etiquetas: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tecnologia de Produccion: 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.
Desaffo de Dissènh: 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.
Recèrca: 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.
Inspiracion: 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.
Durada del Projècte: 6 months from kickoff to delivery of final packaging.
Flux Operacional: 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.
Brevets: N/A
Membres de l'Equipa: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Crèdits d'Imatges: David Estep