Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday by Jimmy Chew

Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday by Jimmy Chew is a highly esteemed winner of the very prestigious 2021 Abaalmarinta Birta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.

BirXirmooyin· 2021

Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday

by Jimmy Chew

Client: Sogurt

Abaalmarinta Birta ah ee A' Design Award Winner in Xirmooyin Category

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Colors

The Design

About Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday

Qoraalka Buugga: Sogurt With Love and All Things Good waa naqshad baakadh loogu talagalay koobabka aayaska yogurt-ka barafowday. Midabada cusub ee dabiiciga ah ayaa loo isticmaalay si loo muujiyo cod sumad ganacsi (brand) oo la soo dhaweeyn karo, fudud, oo sharaf leh. Sawirrada is dul saaran ayaa muujinaya isku-darka walxaha aasaasiga ah ee ku jira mid kasta oo dhadhan la sameeyay. Farsamada far-qoraalka (typography), calaamadaha muujinta (iconography), iyo qaabaynta guud waxaa loo habeeyay si ay si cad u soo bandhigaan macluumaadka badeecada oo ay ku fududaadaan akhrinta. Daboolka caagga ah ee baakadhka hore waxaa lagu beddelay dabool waraaqeed. Koob kastaa wuxuu qaadaa 125 millilitir, wuxuuna ballaadhkiisu yahay 74 millimitir.

The Recognition

About the Abaalmarinta Birta ah ee A' Design Award

Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday waa guuleystaha Abaalmarinta Birta ah ee A' Design Award, aqoonsi sharaf leh oo la siiyo naqshado wanaagsan oo buuxiya shuruudaha xirfadeed iyo kuwa warshadeed ee laga filayo hal-abuurro si wanaagsan loo naqshadeeyay. Guuleystayaasha Birta waxay muujiyaan xirfad weyn, takhasus sare, fahan khabiir iyo awood hal-abuur oo abuurayaashooda. Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday waa hal-abuur la filayo inuu noqdo mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, wax ku ool ah oo cusub. Naqshadahan ku guuleystay Abaalmarinta Birta ah ee A' Design Award wuxuu isku daraa hab-dhaqannada ugu wanaagsan warshadda wuxuuna leeyahay sifooyin farsamo oo karti leh oo ku xiran aqoon iyo hibo. Dhammaystirkeeda awgeed, Sogurt With Love and All Things Good Shaqada Koowaad: Baakadhka Yogurt-ka Barafowday waa mudan ixtiraam, waxaana loo naqshadeeyay inay keento hagaajin nololeed oo ka caawisa in adduunka laga dhigo meel ka wanaagsan.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: The renewed brand identity and packaging system emphasizes on visual clarity and simplicity, with the main intention to congruently reflect evolution of the brand, personality of the founder and needs of their consumers.

Fresh colour hues have been used to reflect the approachable, fun loving, free spirited and elegant voice of Sogurt. The design showcases an optimistic aesthetic with uniquely overlaid illustrations to personify the fusion of key ingredients within each deliciously healthy crafted flavour.
Dimensions & Packaging: 74mm(width) x 82mm(height) x 82mm(diameter)
125ml ice-cream cup
Tags: Sogurt, Hartwork, Packaging Design, Experience Design, Froyo, Ice-Cream
Production Technology: Jimmy has scrutinised every element in the packaging design, from the colors, iconography, font type, visual design to materialization. The end result is a balanced design consideration of aesthetic, production efficiency and experience design.

By eliminating the use of plastic lid, which was in Sogurt's old packaging design, and switching to the use of paper lid, the design is intently aligned with Sogurt's brand values of spreading love and wellness. A positive messaging "Crafted With Love And All Things Good" is integrated into the design to accentuate their brand values.
Design Challenge: The creative challenge faced during this project is on the production & logistics side of things. Due to the Covid-19 pandemic, this has affected the production lead time of the packaging, as well as the logistics transportation of the finished product. The campaign launch date to reveal the new packaging and visual design has to be slightly delayed.
Research: The success of the project depends largely on incorporating empathy driven service design to understand the client's personality, their business and touchpoints and their customers' needs. Interview and feedback were conducted with the brand owner and their customers to understand the challenges on their existing packaging design in areas of construction, production and visual design.

These knowledge are congruently aligned into the brand uplift and packaging design, to work strategically in tandem with Sogurt's campaign to extend ecommerce into their business to outreach a wider audience.
Inspiration: Jimmy has invigorated the Sogurt brand with a uniquely created packaging design. Every visual communication touchpoint designed for the Sogurt brand, from illustration, icons, colors, typography is purely intended to reflect the personality of the brand owner and permeate positive feelings, spreading positivity and enhance the good feelings to the consumer.

The ultimate intention is a visual identity specially created to accentuate positivity and liveliness.
Project Duration: The project started in August 2019 in Singapore and finished in October 2020. The new packaging designs are revealed to the market in January 2021.
Operation Flow: The intended users' point-of-view is primarily to be able to extract the product information with clarity without being overwhelmed by the amount of information. The packaging design has been intently designed with the information hierarchy, content reading experience and visual design strategically considered.

The amount of information to be showcased has been stringently scrutinised with careful usage of layout, font type and iconography to promote readability.
Team Members: Creative Director : Jimmy Chew
Designer : Jimmy Chew
Image Credits: Image #1-4 : Photographer Antelope Studios, 2021.
Image #5 : Photographer Sogurt, 2021.