Theo Rebrand Primary Function: Ipakira ry'Ishokora by Clarkmcdowall Inc

Theo Rebrand Primary Function: Ipakira ry'Ishokora by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 Igihembo cya A' Design Award cya Ifeza in Igishushanyo cy'Ipaki Competition Category.

IfezaIpaki· 2021

Theo Rebrand Primary Function: Ipakira ry'Ishokora

by Clarkmcdowall Inc

Client: Clarkmcdowall

Igihembo cya A' Design Award cya Ifeza Winner in Ipaki Category

22,662

Verified Award Winner

Verify Award Status for #112066

Visit Site View at A' Design Award Press Release Award Badge

Colors

The Design

About Theo Rebrand Primary Function: Ipakira ry'Ishokora

Book Text: Theo Rebrand ni porogaramu y'ipakira n'irangamimerere igaragara ku ikirango cy'ishokora rikorwa hakoreshejwe ubucuruzi bunyuze mu bwiganze bw'ibinyamisogwe kugeza ku itapi, mu buryo bw'ubucuruzi bw'ubutabera. Igishushanyo gikoresha umurongo w'irangi ukomeye nk'idirishya ryerekeza ku kuvumbura uburyohe kandi nk'ikigaragaza ubuhanga buri inyuma y'ishokora ryiza cyane. Fondo y'umweru yerekana kurya neza no gukungahara kw'ibigize ibiribwa, kandi ifasha ipakira kugaragara neza ku murongo w'ibicuruzwa mu maduka. Amatapi afite ubunini bwa santimetero 3 kuri 6 kandi akoresha impapuro zipfundikira zifite urwego rw'imbere rw'ifoyi. Utubindi tufite ubunini bwa santimetero 2 kuri 4 kandi tukoresha ipfundika ryisukura ku muterankunga utaka. Intego ni uguhuza ubuziranenge bwo hejuru n'uburyohe bwiza.

The Recognition

About the Igihembo cya A' Design Award cya Ifeza

Theo Rebrand Primary Function: Ipakira ry'Ishokora ni uwegukanye Igihembo cya A' Design Award cya Ifeza, ishimwe ridasanzwe ry'agaciro gakomeye ritangwa ku bishushanyo byo ku rwego rwo hejuru, byiza kandi bikora ku mutima. Abegukanye Ifeza ni ibihangano by'ubuhanga bukomeye kandi bifite guhanga kwinshi, bigaragaza ubuhanga bwimbitse, impano n'ubushishozi bw'ababihanze. Theo Rebrand Primary Function: Ipakira ry'Ishokora biteganyijwe ko izaba igihangano cy'icyitegererezo, gifite ubunyamwuga bukomeye n'udushya twimbitse. Iki gishushanyo cyegukanye Ifeza ni igihangano kizwi kandi gishimwa, gifasha kugura imbibi z'ubuhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga. Theo Rebrand Primary Function: Ipakira ry'Ishokora ni igihangano benshi bifuza, gikangura ibyifuzo, gitanga amarangamutima meza kandi gitera igitangaza.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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 & Packaging: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tags: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 6 months from kickoff to delivery of final packaging.
Operation Flow: 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.
Patents: N/A
Team Members: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Image Credits: David Estep