Plant Selected Igikoresho cy'Ifunika ry'Ikinyobwa Gikomoka ku Bimera by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Igihembo cya A' Design Award cya Buronze in Igishushanyo cy'Ipaki Competition Category.
BuronzeIpaki· 2022
Plant Selected Igikoresho cy'Ifunika ry'Ikinyobwa Gikomoka ku Bimera
Client: Yili Group
Igihembo cya A' Design Award cya Buronze Winner in Ipaki Category
Verified Award Winner
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About Plant Selected Igikoresho cy'Ifunika ry'Ikinyobwa Gikomoka ku Bimera
Plant Selected ni ifunika ry'ikinyobwa gikomoka ku bimera. Icupa rikorwa mu bikoresho bya PET kandi rigafunikwa n'urwitwazo rutagaragaza umucyo, rifite ubugari bwa mm 60, ubujyakuzimu bwa mm 60 n'uburebure bwa mm 177. Igishushanyo cyubahirije uburyo bworoheje bwiganjemo bushingiye ku migenzo y'ubugeni bwo muri Scandinavia, hifashishijwe umwanya munini w'ubusa mu rangi ndabaruca. Inyungu y'ingenzi, ari yo garama 6 za poroteyine muri buri milirita 100, igaragazwa mu buryo bugaragara neza. Ibinyobwa byinshi bikomoka ku bimera bikoresha amashusho arimo umwuzuzo w'ibishushanyo bigaragaza ibigize ikinyobwa n'amafoto y'igicuruzwa. Imiterere ituje ya Plant Selected igamije kwigaragaza ku bubiko ndetse no kwerekana ikinyobwa nk'intungamubiri z'ivegani.
The Recognition
About the Igihembo cya A' Design Award cya Buronze
Plant Selected Igikoresho cy'Ifunika ry'Ikinyobwa Gikomoka ku Bimera ni uwegukanye Igihembo cya A' Design Award cya Buronze, ishimwe ry'agaciro gakomeye ritangwa ku bishushanyo by'indashyikirwa birangwa no guhanga, ubwenge n'ubushishozi. Abegukanye Buronze ni ibihangano bifite ubuhanga bwinshi kandi bihanga cyane, bishimangira uburambe, ubwenge n'ubushobozi bw'ababihanze. Plant Selected Igikoresho cy'Ifunika ry'Ikinyobwa Gikomoka ku Bimera biteganyijwe ko izaba ikintu cyubahwa, gishimwa kandi gikundwa, gifite ubunyamwuga n'udushya. Iki gishushanyo cyegukanye Buronze gikoresha uburyo bwiza mu buhanzi, ubumenyi, ubushushanyo n'ikoranabuhanga kandi kirarenze mu gutaha ku tuntu duto. Plant Selected Igikoresho cy'Ifunika ry'Ikinyobwa Gikomoka ku Bimera ishimisha ibyo dukeneye, ikora ku byifuzo byacu, itwara amarangamutima yacu kandi ikurura amatsiko yacu.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- 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.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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