Plant Selected Shaqada Ugu Muhiimsan: Baakadhka Cabitaanka Ku Saleysan Dhirta by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Abaalmarinta Naxaasta ah ee A' Design Award in Naqshadeynta Xirmooyinka Competition Category.
NaxaasXirmooyin· 2022
Plant Selected Shaqada Ugu Muhiimsan: Baakadhka Cabitaanka Ku Saleysan Dhirta
Client: Yili Group
Abaalmarinta Naxaasta ah ee A' Design Award Winner in Xirmooyin Category
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- Verified Award Winner
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The Design
About Plant Selected Shaqada Ugu Muhiimsan: Baakadhka Cabitaanka Ku Saleysan Dhirta
Qoraalka Buugga: Plant Selected waa baakadhka cabitaan ku saleysan dhirta. Dhalada waxaa laga sameeyay PET, waxaana daboolaya filim aan dhalaalin, waxayna dhererkeedu yahay 60 mm balaadh, 60 mm qoto dheer, iyo 177 mm dherer. Naqshaddu waxay raacaysaa qaab-dhismeed fudud oo ka soo dhashay naqshadaynta Iskandinaafiyaanka, iyadoo leh meel bannaan oo cad oo weyn. Faa'iidada ugu muhiimsan, oo ah 6 garaam oo borotiin ah 100 milliliter kasta, ayaa si cad loogu muujiyay. Cabitaannada badan ee ku saleysan dhirta waxay isticmaalaan sawirro qasan oo muujinaya walxaha ka kooban iyo sawirrada badeecadda. Naqshadda deggan ee Plant Selected waxaa loogu talagalay inay ka soo muuqato khaanadaha dukaanka iyo in cabitaanka loo bandhigo sida nafaqo vegan ah.
The Recognition
About the Abaalmarinta Naxaasta ah ee A' Design Award
Plant Selected Shaqada Ugu Muhiimsan: Baakadhka Cabitaanka Ku Saleysan Dhirta waa guuleystaha Abaalmarinta Naxaasta ah ee A' Design Award, aqoonsi sharaf sare leh oo la siiyo naqshado aan caadi ahayn oo lagu garto hal-abuur, hal-abuur cusub iyo caqli. Guuleystayaasha Naxaasta waa shaqooyin xirfad buuxda leh iyo hal-abuur yaab leh oo xaqiijiya khibrad weyn, male-awaal iyo kartida naqshadeeyayaashooda. Plant Selected Shaqada Ugu Muhiimsan: Baakadhka Cabitaanka Ku Saleysan Dhirta waa walax la filayo inay noqoto mid aad loo tixgeliyo, la ixtiraamo oo la jecel yahay, xirfad cad leh oo hal-abuur cusub leh. Naqshadahan ku guuleystay Abaalmarinta Naxaasta ah ee A' Design Award wuxuu ku darsadaa hab-dhaqanno ugu wanaagsan farshaxanka, sayniska, naqshadaynta iyo tignoolajiyada wuxuuna ku fiican yahay dhawrista tafaasiisha. Plant Selected Shaqada Ugu Muhiimsan: Baakadhka Cabitaanka Ku Saleysan Dhirta si fiican ayay u buuxisaa baahiyaha, taabataa rabitaannada, soo jiidataa dareenka kicinayaanna xiisaha aqoonta.
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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