Theo Rebrand Ambalaža za čokoladu by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 Сребрна награда A' Design Award in Дизајн паковања Competition Category.
СребрнаПаковање· 2021
Theo Rebrand Ambalaža za čokoladu
Client: Clarkmcdowall
Сребрна награда A' Design Award Winner in Паковање Category
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- Verified Award Winner
- Verify Award Status for #112066
The Design
About Theo Rebrand Ambalaža za čokoladu
Theo Rebrand je program ambalaže i vizuelnog identiteta za brend čokolade sa fer trgovinom, proizvedene po principu „od zrna do tablice". Dizajn koristi upečatljiv potez četkom kao prozor ka otkrivanju ukusa i kao izraz zanatskog umeća koje stoji iza vrhunske čokolade. Bela pozadina sugeriše zdravu ishranu i čistoću sastojaka, i pomaže da se pakovanja istaknu na polici. Tablice mere oko 3 sa 6 inča i koriste papirni omot sa unutrašnjim slojem od folije. Čašice mere oko 2 sa 4 inča i koriste flou omot na mat podlozi. Cilj je da se viši standardi povežu sa dobrim ukusom.
The Recognition
About the Сребрна награда A' Design Award
Theo Rebrand Ambalaža za čokoladu је добитник Сребрне награде A' Design Award, изузетно престижног признања које се додељује врхунским, предивним и импресивним дизајнима. Добитници Сребрне награде неизмерно су бриљантна и изузетно креативна дела која илуструју изузетну стручност, таленат и оштроумност својих дизајнера. Очекује се да Theo Rebrand Ambalaža za čokoladu буде дивно, узорно дело, запажено професионално и дубоко иновативно. Овај дизајн награђен Сребрном наградом A' Design Award веома је запажен, дивљен изум који користи и помера границе уметности, науке, дизајна и технологије. Theo Rebrand Ambalaža za čokoladu је творевина којој многи завиде, која буди жеље, доноси позитивна осећања и изазива чуђење и дивљење.
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
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