Theo Rebrand Embalaža za čokolado – avtor Clarkmcdowall Inc

Delo Theo Rebrand Embalaža za čokolado avtorja Clarkmcdowall Inc je izjemno cenjeni dobitnik prestižne nagrade 2021 Srebrna nagrada A' Design Award v tekmovalni kategoriji Oblikovanje embalaže.

SrebrnaEmbalaža· 2021

Theo Rebrand Embalaža za čokolado

avtor/ica: Clarkmcdowall Inc

Naročnik: Clarkmcdowall

Dobitnik nagrade Srebrna nagrada A' Design Award v kategoriji Embalaža

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Preverite status nagrade za #112066

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Barve

Dizajn

O dizajnu Theo Rebrand Embalaža za čokolado

Theo Rebrand je program embalaže in celostne grafične podobe za blagovno znamko poštene trgovine, ki proizvaja čokolado po načelu "od zrna do tablice". Zasnova uporablja izrazito potezo čopiča kot okno v odkrivanje okusov in kot izraz obrti, ki stoji za vrhunsko čokolado. Belo ozadje nakazuje zdravo prehranjevanje in čistost sestavin ter pripomore, da izdelki izstopajo na policah. Tablice merijo približno 3 krat 6 palcev in uporabljajo papirnati ovoj z notranjo folijsko plastjo. Lončki merijo približno 2 krat 4 palce in uporabljajo pretočno embalažo na matirani podlagi. Cilj je povezati višje standarde z dobrim okusom.

Priznanje

O nagradi Srebrna nagrada A' Design Award

Theo Rebrand Embalaža za čokolado je prejemnik Srebrne nagrade A' Design Award, izjemno prestižnega priznanja, ki se podeljuje čudovitim, impresivnim vrhunskim oblikovanjem. Prejemniki Srebrne nagrade so izjemno briljantna in zelo ustvarjalna dela, ki ponazarjajo izjemno strokovnost, talent in bistrost svojih oblikovalcev. Od Theo Rebrand Embalaža za čokolado se pričakuje, da bo čudovito, zgledno delo, opazno profesionalno in globoko inovativno. To oblikovanje, nagrajeno s Srebrno nagrado A' Design Award, je zelo opazen, občudovan izum, ki koristi in premika meje umetnosti, znanosti, oblikovanja in tehnologije. Theo Rebrand Embalaža za čokolado je stvaritev, ki ji mnogi zavidajo, ki prebuja želje, prinaša pozitivna čustva in vzbuja začudenje in občudovanje.

V ozadju dizajna

Komplet za medije

Zasluge, člani ekipe in tehnične podrobnosti, ki jih je posredoval oblikovalec.

Edinstvene lastnosti: 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
Dimenzije in embalaža: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Oznake: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Proizvodna tehnologija: 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.
Oblikovalski izziv: 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.
Raziskave: 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.
Inspiracija: 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.
Trajanje projekta: 6 months from kickoff to delivery of final packaging.
Potek delovanja: 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.
Patenti: N/A
Člani ekipe: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Zasluge za slike: David Estep