Plant Selected Galuega Autu: Afifiga mo Vaiinu e Faavae i Laau by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Apamemea in Mamanu Afifi Competition Category.
ApamemeaAfifi· 2022
Plant Selected Galuega Autu: Afifiga mo Vaiinu e Faavae i Laau
Client: Yili Group
A' Design Award Apamemea Winner in Afifi Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Galuega Autu: Afifiga mo Vaiinu e Faavae i Laau
Tusitusiga o le Tusi: O le Plant Selected o se afifiga mo se vaiinu e faavae i laau. O le fagu e faia i le PET ma ufiufi i se ata mata'iga vali le pipisi, ma e 60 mm le lautele, 60 mm le loloto ma 177 mm le maualuga. O le mamanu e mulimuli i se sitaili faaitiitia (minimalist) na musuia e le mamanu Sikanativia, faatasi ai ma se vaega tele o le avanoa paepae. O le faamanuiaga autu, e 6 kalama o le porotini i le 100 mililita, o loo faailoa manino atu. E toatele vaiinu e faavae i laau e faaaogaina ata pisapisao e faaali mea faaaoga ma ata o le oloa. O le faatulagaga filemu o le Plant Selected e faamoemoe e iloa manino i luga o le fata ma faaali atu le vaiinu o se meaai vegan.
The Recognition
About the A' Design Award Apamemea
O le A' Design Award Apamemea na manumalo ai Plant Selected Galuega Autu: Afifiga mo Vaiinu e Faavae i Laau, o se faamaoniga matuā mamalu e tuuina atu i mamanu ese e iloga i le fatufatuaʻi, le atamai ma le poto. O ē manumalo i le Apamemea o mea e iai le tomai atoa ma fatufatuaʻi mataʻina e faamaonia ai le poto masani tele, le mafaufau ma le atamai o tagata mamanu. E faamoemoeina Plant Selected Galuega Autu: Afifiga mo Vaiinu e Faavae i Laau e avea ma mea e vivii tele, ua pelepelea, e iloga i le tomai faapolofesa ma mea fou. O lenei mamanu na manumalo i le A' Design Award Apamemea e tuufaatasia ai faiga sili i le faatufugaga, saienisi, mamanu ma tekonolosi ma e sili ona lelei i le mataituina o mea itiiti. Plant Selected Galuega Autu: Afifiga mo Vaiinu e Faavae i Laau e faamalieina matagofie manaʻoga, pa i manaʻo, faalataina lagona ma faaosofia le fia iloa.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- 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.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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