Theo Rebrand Kupakeja Chokoreti by Clarkmcdowall Inc

Theo Rebrand Kupakeja Chokoreti by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 Mubairo weSirivha we A' Design Award in Dhizaini yePakejingi Competition Category.

SirivhaPakejingi· 2021

Theo Rebrand Kupakeja Chokoreti

by Clarkmcdowall Inc

Client: Clarkmcdowall

Mubairo weSirivha we A' Design Award Winner in Pakejingi 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 Kupakeja Chokoreti

Theo Rebrand ipurogiramu yekupakeja uye yekuratidza kuti brand yakadii yechokoreti inogadzirwa kubva kubhinzi kusvika kubhaa, inotengeswa nenzira yakanaka uye ine kodzero dzakaenzana. Dhizaini iyi inoshandisa ruvara rwakadhinda semahwindo ekuwana kuravira uye sekuratidza unyanzvi hwuri kuseri kwechokoreti yepamusoro-soro. Chaimirira chichena chinoratidza kudya kwakachena uye kuchena kwezvinhu zvinoshandiswa, uye chinobatsira kuti mapakeji aoneke pamashef. Mabhaa anosvika mainji matatu kusvika matanhatu (3 x 6) uye anoshandisa pepa rekuvhara nemukati mune layer yefoyili. Makapu anosvika mainji maviri kusvika mana (2 x 4) uye anoshandisa flow wrap pane substrate isingapenyi. Chinangwa ndechekubatanidza zvinhu zvepamusoro nekuravira kwakanaka.

The Recognition

About the Mubairo weSirivha we A' Design Award

Mubairo weSirivha we A' Design Award wakahwinwa ne Theo Rebrand Kupakeja Chokoreti, rukudzo rwakakwirira zvikuru runopiwa kumadhizaini epamusoro, anonaka uye anofadza. Vakunda veSirivha mabasa anopenya kwazvo uye ane kugadzira kwakasiyana anoratidza unyanzvi, hunyanzvi hwekusikwa nekungwara kwevagadziri vawo. Theo Rebrand Kupakeja Chokoreti inotarisirwa kuva basa rinoshamisa, rinotangira vamwe, rine hunyanzvi hunoonekwa uye zvitsva zvakadzika. Dhizaini iyi yakahwina Mubairo weSirivha we A' Design Award chigadzirwa chinoshamisa, chinokudzwa chinobatsira uye chinosundira mberi miganhu yehunyanzvi, sayenzi, dhizaini netekinoroji. Theo Rebrand Kupakeja Chokoreti chigadzirwa chinoshuvirwa nevazhinji, chinomutsa zvishuvo, chinouya nemanzwiro akanaka uye chinomutsa kushamisika.

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