Plant Selected Obal na rastlinný nápoj od Blackandgold Shanghai

Dizajn Plant Selected Obal na rastlinný nápoj od dizajnéra Blackandgold Shanghai je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2022 Bronzová cena A' Design Award v súťažnej kategórii Dizajn obalov.

BronzováObaly· 2022

Plant Selected Obal na rastlinný nápoj

od Blackandgold Shanghai

Klient: Yili Group

Víťaz ocenenia Bronzová cena A' Design Award v kategórii Obaly

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Dizajn

O dizajne Plant Selected Obal na rastlinný nápoj

Plant Selected je obal pre rastlinný nápoj. Fľaša je vyrobená z PET a pokrytá matnou fóliou, s rozmermi 60 mm na šírku, 60 mm na hĺbku a 177 mm na výšku. Design sa riadi minimalistickým štýlom inšpirovaným škandinávskym dizajnom, s veľkou plochou bieleho priestoru. Kľúčová výhoda, 6 gramov bielkovín na 100 mililitrov, je uvedená jasne a zreteľne. Mnohé rastlinné nápoje využívajú výraznú grafiku zobrazujúcu ingrediencie a produktové fotografie. Pokojné riešenie obalu Plant Selected má za cieľ vyniknúť na regáli a prezentovať nápoj ako vegánsku výživu.

Ocenenie

O ocenení Bronzová cena A' Design Award

Plant Selected Obal na rastlinný nápoj je laureát Bronzovej ceny A' Design Award, vysoko prestížneho uznania udeľovaného vynikajúcim dizajnom, ktoré sa vyznačujú kreativitou, vynaliezavosťou a bystrosťou. Laureáti Bronzovej ceny sú plne zručné a nápadne kreatívne artefakty, ktoré potvrdzujú rozsiahle skúsenosti, predstavivosť a zdatnosť svojich dizajnérov. Od Plant Selected Obal na rastlinný nápoj sa očakáva, že bude vysoko cenený, obdivovaný a milovaný predmet, pozoruhodne profesionálny a inovatívny. Tento dizajn ocenený Bronzovou cenou A' Design Award zahŕňa najlepšie postupy v umení, vede, dizajne a technológii a vyniká pozornosťou k detailom. Plant Selected Obal na rastlinný nápoj skvele uspokojuje potreby, dotýka sa túžob, očarúva city a vzbudzuje zvedavosť.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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.
Rozmery a balenie: Width 60 mm x Depth 60 mm x Height 177 mm
Štítky: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Výrobná technológia: PET bottle covered with Matte film
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: In 2019, the project started in September and finished in January, 2020
Pracovný postup: 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.
Členovia tímu: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Zdroje obrázkov: All photos and video credits to blackandgold Shanghai, 2021.