Clarkmcdowall Inc ᱨᱮᱱᱟᱜ Theo Rebrand Primary Function: ᱪᱠᱞᱮᱴ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2021 A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱨᱩᱯᱟᱯᱮᱠᱮᱡᱤᱝ· 2021
Theo Rebrand Primary Function: ᱪᱠᱞᱮᱴ ᱯᱮᱠᱮᱡᱤᱝ
Clarkmcdowall Inc ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Clarkmcdowall
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#112066 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Theo Rebrand Primary Function: ᱪᱠᱞᱮᱴ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Book Text: ᱛᱷᱤᱭᱚ ᱨᱤᱵᱽᱨᱮᱱᱰ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱯᱷᱮᱭᱟᱨ-ᱴᱨᱮᱰ, ᱵᱤᱱ-ᱴᱩ-ᱵᱟᱨ ᱪᱠᱞᱮᱴ ᱵᱽᱨᱮᱱᱰ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫᱴᱟᱝ ᱯᱮᱠᱮᱡᱤᱝ ᱟᱨ ᱮᱸᱜᱮ ᱪᱤᱱᱦᱟᱹ ᱠᱟᱹᱢᱤ ᱠᱟ�onᱟ᱾ ᱱᱚᱶᱟ ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱢᱤᱫᱴᱟᱝ ᱛᱮᱡᱚ ᱨᱚᱝ ᱛᱮᱭᱟᱨ ᱟᱠᱟᱱ ᱠᱟᱛᱷᱟ ᱞᱮᱠᱟ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱫᱚ ᱥᱟᱹᱜᱩᱱ ᱵᱟᱰᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱢᱤᱫᱴᱟᱝ ᱡᱟᱱᱟᱞᱟ ᱟᱨ ᱯᱨᱤᱢᱤᱭᱟᱢ ᱪᱠᱞᱮᱴ ᱨᱮᱭᱟᱜ ᱠᱟᱨᱤᱜᱟᱨᱤ ᱨᱮᱭᱟᱜ ᱟᱹᱰᱤ ᱞᱮᱠᱟ ᱛᱮ ᱩᱫᱩᱜᱚᱜ ᱠᱟᱱᱟ᱾ ᱢᱤᱫᱴᱟᱝ ᱯᱩᱱᱰ ᱯᱟᱪᱷᱮ ᱫᱚ ᱯᱟᱨᱠᱚᱢ ᱡᱚᱢᱟᱜ ᱟᱨ ᱡᱤᱱᱤᱥ ᱠᱚ ᱨᱮᱭᱟᱜ ᱥᱩᱫᱷᱛᱟ ᱩᱫᱩᱜᱚᱜ ᱠᱟᱱᱟ, ᱟᱨ ᱯᱮᱠ ᱠᱚ ᱥᱮᱞᱯᱷ ᱨᱮ ᱡᱩᱫᱟᱹ ᱞᱮᱠᱟ ᱧᱮᱞᱚᱜ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚᱟᱜ ᱠᱟᱱᱟ᱾ ᱵᱟᱨ ᱠᱚ ᱫᱚ ᱮᱴᱟᱜ 3 ᱠᱷᱚᱱ 6 ᱤᱧᱪ ᱦᱚᱸ ᱟᱨ ᱢᱤᱫᱴᱟᱝ ᱯᱷᱚᱭᱤᱞ ᱵᱷᱤᱛᱨᱤ ᱯᱟᱴ ᱥᱟᱶ ᱯᱮᱯᱟᱨ ᱚᱶᱟᱨᱨᱮᱯ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ᱾ ᱠᱟᱯ ᱠᱚ ᱫᱚ ᱮᱴᱟᱜ 2 ᱠᱷᱚᱱ 4 ᱤᱧᱪ ᱦᱚᱸ ᱟᱨ ᱢᱤᱫᱴᱟᱝ ᱢᱮᱴ ᱥᱟᱵᱥᱴᱨᱮᱴ ᱨᱮ ᱯᱞᱚ ᱨᱮᱯ ᱵᱮᱵᱷᱟᱨ ᱠᱟᱱᱟ᱾ ᱩᱫᱮᱥ ᱫᱚ ᱢᱟᱨᱟᱝ ᱢᱟᱱᱠ ᱠᱚ ᱥᱟᱶ ᱵᱮᱥ ᱥᱟᱹᱜᱩᱱ ᱡᱩᱲᱟᱣ ᱠᱟᱱᱟ᱾
ᱢᱟᱱᱟᱱ
A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Theo Rebrand Primary Function: ᱪᱠᱞᱮᱴ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱨᱩᱯᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱥᱩᱱᱫᱚᱨ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Theo Rebrand Primary Function: ᱪᱠᱞᱮᱴ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- 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
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- ᱴᱮᱜ ᱠᱚ
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- 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.
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- 6 months from kickoff to delivery of final packaging.
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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. - ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- N/A
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- David Estep
ᱥᱯᱚᱱᱥᱚᱨᱰ
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