Plant Selected Funksioni Kryesor: Paketim për Pije me Bazë Bimore by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Çmimi i Bronztë A' Design Award in Dizajni i Paketimit Competition Category.
BronziPaketim· 2022
Plant Selected Funksioni Kryesor: Paketim për Pije me Bazë Bimore
Client: Yili Group
Çmimi i Bronztë A' Design Award Winner in Paketim Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Funksioni Kryesor: Paketim për Pije me Bazë Bimore
Teksti i Librit: Plant Selected është paketim për një pije me bazë bimore. Shishja është prodhuar nga PET dhe e mbuluar me një film mat, me përmasa 60 mm gjerësi, 60 mm thellësi dhe 177 mm lartësi. Dizajni ndjek një stil minimalist të frymëzuar nga dizajni skandinav, me një sipërfaqe të gjerë me hapësirë bosh. Përfitimi kryesor, 6 gram proteinë për 100 mililitra, është shprehur qartë. Shumë pije me bazë bimore përdorin grafika të ngjeshura që shfaqin përbërësit dhe imazhe të produktit. Struktura e qetë e Plant Selected synon të dallohet në rafte dhe të paraqesë pijen si ushqim vegan.
The Recognition
About the Çmimi i Bronztë A' Design Award
Plant Selected Funksioni Kryesor: Paketim për Pije me Bazë Bimore është fitues i Çmimit të Bronztë A' Design Award, një njohje shumë prestigjioze që u akordohet dizajneve të shquara, të dalluara për krijimtari, shpikësi dhe mprehtësi. Fituesit e Bronztë janë objekte shumë të aftë dhe goditëse në krijimtarinë e tyre, që vërtetojnë përvojën e gjerë, imagjinatën dhe shkathtësinë e dizajnerëve të tyre. Plant Selected Funksioni Kryesor: Paketim për Pije me Bazë Bimore pritet të jetë një objekt shumë i vlerësuar, i admiruar e i dashur, jashtëzakonisht profesional dhe inovativ. Ky dizajn fitues i Çmimit të Bronztë A' Design Award përfshin praktikat më të mira në art, shkencë, dizajn dhe teknologji dhe shquhet për vëmendjen ndaj detajeve. Plant Selected Funksioni Kryesor: Paketim për Pije me Bazë Bimore i plotëson shkëlqyeshëm nevojat, prek dëshirat, magjepson ndjenjat dhe tërheq kureshtjen.
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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