Blackandgold Shanghai ᱨᱮᱱᱟᱜ Plant Selected ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱯᱮᱴᱟᱪᱠᱤᱝ (Packaging) ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Plant Selected ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱯᱮᱴᱟᱪᱠᱤᱝ (Packaging)
Blackandgold Shanghai ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Yili Group
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#126422 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Plant Selected ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱯᱮᱴᱟᱪᱠᱤᱝ (Packaging) ᱵᱟᱵᱚᱛ ᱛᱮ
ᱯᱞᱮᱸᱴ ᱥᱮᱞᱮᱠᱴᱮᱰ ᱨᱮᱭᱟᱜ ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱞᱟᱹᱜᱤᱫ ᱯᱮᱴᱟᱪᱠᱤᱝ ᱠᱟᱱᱟ। ᱵᱚᱛᱚᱞ ᱟᱠᱟᱱᱟ PET ᱠᱷᱚᱱ, ᱟᱨ ᱢᱮᱴ ᱯᱷᱤᱞᱢ ᱛᱮ ᱰᱷᱟᱸᱠ ᱠᱟᱱᱟ, ᱟᱨ ᱢᱮᱯ ᱠᱟᱱᱟ 60 ᱢᱤᱢᱤ ᱚᱥᱟᱨ, 60 ᱢᱤᱢᱤ ᱜᱟᱰ ᱟᱨ 177 ᱢᱤᱢᱤ ᱟᱸᱡᱚᱢ। ᱰᱤᱡᱟᱭᱤᱱ ᱫᱚ ᱢᱤᱱᱤᱢᱟᱞᱤᱥᱴ ᱥᱴᱟᱭᱤᱞ ᱴᱷᱮᱱ ᱢᱟᱱᱚᱛ ᱮᱢᱟᱱ ᱠᱟᱱᱟ, ᱡᱟᱦᱟᱸ ᱥᱠᱮᱱᱰᱤᱱᱮᱵᱤᱭᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱷᱚᱱ ᱟᱭᱢᱟ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱡᱟᱦᱟᱸ ᱨᱮ ᱢᱟᱨᱟᱝ ᱯᱩᱭᱞᱩ ᱜᱟᱱ ᱡᱟᱭᱜᱟ ᱢᱮᱱᱟᱜ ᱠᱟᱱᱟ। ᱢᱩᱞ ᱞᱟᱹᱦᱟ, ᱡᱟᱦᱟᱸ ᱫᱚ 100 ᱢᱤᱞᱤᱞᱤᱴᱟᱨ ᱨᱮ 6 ᱜᱨᱟᱢ ᱯᱨᱚᱴᱤᱱ ᱢᱮᱱᱟᱜᱼᱟ, ᱚᱱᱟ ᱥᱟᱯᱷᱟ ᱜᱚᱴᱟ ᱟᱠᱟᱱ ᱠᱟᱱᱟ। ᱟᱭᱢᱟ ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱨᱮᱭᱟᱜ ᱡᱤᱱᱤᱥ ᱫᱚ ᱴᱷᱮᱱ ᱠᱚᱨᱮᱡ ᱜᱨᱟᱯᱷᱤᱠᱥ ᱵᱮᱵᱷᱟᱨ ᱠᱚᱨᱟᱣᱟ, ᱡᱟᱦᱟᱸ ᱨᱮ ᱩᱛᱮᱫ ᱟᱨ ᱡᱤᱱᱤᱥ ᱠᱷᱟᱛᱤᱨ ᱩᱫᱩᱜ ᱠᱚᱣᱟᱜ-ᱟ। ᱢᱮᱱᱠᱷᱟᱱ, ᱯᱞᱮᱸᱴ ᱥᱮᱞᱮᱠᱴᱮᱰ ᱨᱮᱭᱟᱜ ᱴᱷᱟᱸᱰᱟ ᱞᱮᱭᱟᱩᱴ ᱫᱚ ᱥᱮᱞᱟᱹᱯᱷ ᱨᱮ ᱟᱡᱟᱜ ᱡᱟᱦᱟᱸ ᱞᱟᱹᱜᱤᱫ ᱵᱮᱱᱟᱣ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱡᱟᱦᱟᱸ ᱫᱟᱲᱮᱭ ᱫᱚ ᱵᱮᱜᱟᱱ ᱡᱚᱛᱚ (vegan) ᱡᱚᱜᱟᱣ ᱦᱚᱪᱚ ᱞᱮᱠᱷᱟ ᱩᱫᱩᱜ ᱠᱚᱣᱟᱜᱼᱟ।
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Plant Selected ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱯᱮᱴᱟᱪᱠᱤᱝ (Packaging) ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Plant Selected ᱡᱚᱛᱚ-ᱜᱟᱪ ᱫᱟᱲᱮᱭᱟᱜ ᱯᱮᱴᱟᱪᱠᱤᱝ (Packaging) 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
- 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.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Width 60 mm x Depth 60 mm x Height 177 mm
- ᱴᱮᱜ ᱠᱚ
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- PET bottle covered with Matte film
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- 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.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- 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.
- ᱯᱨᱮᱨᱚᱱᱟ
- 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.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- In 2019, the project started in September and finished in January, 2020
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- 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.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - ᱪᱤᱛᱟᱹᱨ ᱥᱟᱹᱦᱟ
- All photos and video credits to blackandgold Shanghai, 2021.
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