Blackandgold Shanghai nisqap Plant Selected Yura Kaqmanta Upyanapaq Wanturana diseñon

Blackandgold Shanghai nisqap Plant Selected Yura Kaqmanta Upyanapaq Wanturana diseñonqa Pilluchina Kamay Atipanakuy T'aqapi 2022 A' Design Award Burunsi Premiu nisqap ancha chaniyuq atipaqninmi.

BurunsiPilluchina· 2022

Plant Selected Yura Kaqmanta Upyanapaq Wanturana

Blackandgold Shanghai rurasqa

Mañakuq: Yili Group

Pilluchina T'aqapi A' Design Award Burunsi Premiu Atipaq

12,706

Taripasqa Premio Atipaq

#126422 nisqapaq Premio Kayninta Taripay

A' Design Award ukhupi Qhaway Prensa Willakuy Premio Unanchay

Llinphikuna

Diseñomanta

Plant Selected Yura Kaqmanta Upyanapaq Wanturana nisqamanta

Plant Selected nisqaqa yura kaqmanta rurasqa upyananpaq wanturanam. Botellaqa PET nisqawan rurasqa, mate film nisqawan qatasqa, 60 mm kinraynin, 60 mm ukhunnin, 177 mm sayaynin. Diseñoqa Escandinavia suyupi rurasqa yachaymanta hamun, hukllawan yuraq kaqta rikuchispa, mana askha imakunata churaspa. Ashkha allin kaqmi, 6 gramos proteína cada 100 millilitrospi, sut'ita qhawachikun. Ashkha yura kaqmanta upyanakunaqa askha ruwaykunata, ingredientekunata, imagenkunata rikuchinku. Plant Selected nisqaq ch'usaq diseñunmi anaqaypi rikhurinanpaq munasqa, kay upyanataq vegano mikhunanpaq kasqanta rikuchinanpaq.

Riqsichiy

A' Design Award Burunsi Premiu nisqamanta

Plant Selected Yura Kaqmanta Upyanapaq Wanturana A' Design Award Burunsi Premiu mishak kan, jatun yupaychay, kayta mana shuk shina, mushuk yuyaypi, yuyaypi shinallatak chaskik kaypi riksishka diseñukunaman kun. Burunsi mishak kashkakunaka ruray ushayta charik shinallatak mancharina mushuk rurashkakunami, paykunata rurakkunapak achka yachayta, yuyayta shinallatak ruray ushayta rikuchinku. Plant Selected Yura Kaqmanta Upyanapaq Wanturana sinchi yupaychashka, kuyashka shinallatak riksishka shuk ruray kanata munanku, ruray yuyaywan shinallatak mushuk yuyaywan. Kay Burunsi Premiu japishka diseñuka arti, siensia, diseñu shinallatak tekinolojíapi ashtawan alli ruraykunata tantachin shinallatak ima ukumanta rikuypi sumak kan. Plant Selected Yura Kaqmanta Upyanapaq Wanturana mañaykunata alli paktachin, munaykunata llankan, shunkuta kuyachin shinallatak yachayta munayta kallarichin.

Diseño Qhipanpi

Prensa Kit

Diseñadorpa quska créditos, llamk'aq runakunapas técnico willaykuna.

Sapaq Kayninkunamanta: 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.
Tupukuna & P'istuy: Width 60 mm x Depth 60 mm x Height 177 mm
Etiquetakuna: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Ruway Tecnología: PET bottle covered with Matte film
Diseño Sasachakuy: 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.
T'aqwiy: 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.
Kallpachay: 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.
Llamk'ay Pacha: In 2019, the project started in September and finished in January, 2020
Purichiy Puriy: 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.
Huñu Runakuna: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Siq'i Hayñikuna: All photos and video credits to blackandgold Shanghai, 2021.