Theo Rebrand بنیادی کم: چاکلیٹ پیکجنگ by Clarkmcdowall Inc

Theo Rebrand بنیادی کم: چاکلیٹ پیکجنگ by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 A' Design Award چاندی دا انعام in پیکیجنگ ڈیزائن Competition Category.

چاندیپیکیجنگ· 2021

Theo Rebrand بنیادی کم: چاکلیٹ پیکجنگ

by Clarkmcdowall Inc

Client: Clarkmcdowall

A' Design Award چاندی دا انعام Winner in پیکیجنگ 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 بنیادی کم: چاکلیٹ پیکجنگ

تھیو ری برانڈ ہک فیئر ٹریڈ، بین ٹو بار چاکلیٹ برانڈ آستے پیکجنگ تے ویژول شناخت دا پروگرام ہے۔ ایہ ڈیزائن ہک زوردار پینٹ سٹروک کوں ذائقہ دی دریافت آستے ہک کھڑکی ونگوں تے پریمیم چاکلیٹ دے پچھوں لکی ہنر دے اظہار ونگوں ورتیندا ہے۔ ہک سفید پس منظر صاف ستھری خوراک تے اجزاء دی خالصیت دا اشارہ ڈیندا ہے، تے پیک کوں شیلف اُتے نمایاں کریندے وچ مدد کریندا ہے۔ بار تخمیناً 3 ضرب 6 انچ ہوندے ہن تے کاغذ دے اوور ریپ نال ہک فوائل دی اندرلی تہہ ورتیندے ہن۔ کپ تخمیناً 2 ضرب 4 انچ ہوندے ہن تے میٹ سبسٹریٹ اُتے فلو ریپ ورتیندے ہن۔ مقصد ایہ ہے جو اُچے معیار کوں چنگے ذائقے نال جوڑیا ونجے۔

The Recognition

About the A' Design Award چاندی دا انعام

Theo Rebrand بنیادی کم: چاکلیٹ پیکجنگ A' Design Award چاندی دا انعام دا جتݨ والا ہے، غیر معمولی حد تئیں معزز پچھاݨ جیڑھی اعلیٰ ترین درجے دے، شاندار تے متاثر کرݨ والے ڈیزائناں کوں ݙتی ویندی ہے۔ چاندی دے جتݨ والے بہوں روشن تے انتہائی تخلیقی کم ہن، جیڑھے اپݨے ڈیزائنراں دی شاندار مہارت، صلاحیت تے ذہانت کوں ظاہر کریندے ہن۔ Theo Rebrand بنیادی کم: چاکلیٹ پیکجنگ کنوں امید کیتی ویندی ہے جو او ہک شاندار نمائشی کم ہوسی، قابل ذکر حد تئیں پیشہ ورانہ تے گہری جدت والا۔ ایہ ڈیزائن جنہاں A' Design Award چاندی دا انعام جتیا ہے، ہک انتہائی قابل ذکر، سراہی ہوئی ایجاد ہے جیڑھی فائدہ ݙیندی ہے تے فن، سائنس، ڈیزائن تے ٹیکنالوجی دیاں حداں ودھیندی ہے۔ Theo Rebrand بنیادی کم: چاکلیٹ پیکجنگ ہک ایجھی تخلیق ہے جنہاں تے ڈھیر لوک حسد کریندے ہن، جیڑھی خواہشاں جگیندی ہے، مثبت جذبے آݨیندی ہے تے حیرت تے تعجب دی چنگاری بالیندی ہے۔

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