Theo Rebrand Embalagem de Chocolate por Clarkmcdowall Inc

O design Theo Rebrand Embalagem de Chocolate por Clarkmcdowall Inc é um vencedor altamente estimado do prestigioso 2021 A' Design Award de Prata na Categoria de Competição Design de Embalagem.

PrataEmbalagem· 2021

Theo Rebrand Embalagem de Chocolate

por Clarkmcdowall Inc

Cliente: Clarkmcdowall

Vencedor do A' Design Award de Prata na Categoria Embalagem

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Vencedor de Prémio Verificado

Verificar Estado do Prémio para #112066

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Cores

O Design

Sobre Theo Rebrand Embalagem de Chocolate

Theo Rebrand é um programa de embalagem e identidade visual para uma marca de chocolate bean-to-bar de comércio justo. O design utiliza uma pincelada marcante como janela para a descoberta do sabor e como expressão do artesanato por trás do chocolate premium. O fundo branco sugere alimentação limpa e pureza dos ingredientes, além de ajudar as embalagens a se destacarem na prateleira. As barras medem cerca de 3 por 6 polegadas e utilizam um invólucro de papel com camada interna de folha metálica. Os copos medem cerca de 2 por 4 polegadas e utilizam embalagem flow pack sobre substrato fosco. O objetivo é associar padrões mais elevados ao bom gosto.

O Reconhecimento

Sobre o A' Design Award de Prata

Theo Rebrand Embalagem de Chocolate conquistou o A' Design Award de Prata, um reconhecimento extraordinariamente prestigiado atribuído a designs de topo de gama, deslumbrantes e impressionantes. Os vencedores da Prata são obras tremendamente brilhantes e extremamente criativas que ilustram a perícia, o talento e a acuidade excecionais dos seus designers. Espera-se que Theo Rebrand Embalagem de Chocolate seja uma obra maravilhosa e de referência, notavelmente profissional e profundamente inovadora. Este design vencedor do A' Design Award de Prata é uma invenção muito notável e admirada, que beneficia e faz avançar as fronteiras da arte, da ciência, do design e da tecnologia. Theo Rebrand Embalagem de Chocolate é uma criação imensamente invejada que desperta desejos, traz sentimentos positivos e faz nascer espanto e deslumbramento.

Por Trás do Design

Kit de Imprensa

Créditos, membros da equipa e detalhes técnicos fornecidos pelo designer.

Propriedades Únicas: 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
Dimensões e Embalagem: 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 Produção: 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.
Desafio de Design: 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.
Pesquisa: 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.
Inspiração: 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.
Duração do Projeto: 6 months from kickoff to delivery of final packaging.
Fluxo de Operação: 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.
Patentes: N/A
Membros da Equipa: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Créditos de Imagem: David Estep