Theo Rebrand Primary Function: Peiso ea Chokolete ka Clarkmcdowall Inc

Moralo oa Theo Rebrand Primary Function: Peiso ea Chokolete ka Clarkmcdowall Inc ke mohlodi oa khau e hlomphehang haholo ya 2021 Moputso oa Silevera oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Phuthelo.

SileveraPhuthelo· 2021

Theo Rebrand Primary Function: Peiso ea Chokolete

ka Clarkmcdowall Inc

Moreki: Clarkmcdowall

Mohlodi oa Moputso oa Silevera oa A' Design Award Mokhahleong oa Phuthelo

23,483

Mohlodi oa Khau ea Netefaditsweng

Netefatsa Boemo ba Khau bakeng sa #112066

Etela Sebaka Sheba ho A' Design Award Tokollo ya Boraditaba Baeche ya Moputso

Mebala

Moralo

Mabapi le Theo Rebrand Primary Function: Peiso ea Chokolete

Theo Rebrand ke lenaneo la peiso le la boitsebiso ba pono bakeng sa mofuta oa chokolete e etsoang ho tloha nauoeng ho ea barong ka khoebo e nang le toka. Moralo o sebelisa mola o matla oa pente joalo ka fensetere ea ho sibolla tatso le joalo ka pontšo ea bonono bo ka morao ho chokolete ea boleng bo phahameng. Sethathama se sesoeu se supa ho ja ho hloekileng le bohloeki ba metsoako, 'me se thusa hore lipakete li hlahelle setulong sa mabenkele. Libara li lekana hoo e ka bang lisenthimithara tse 3 ka tse 6 mme li sebelisa sekoahelo sa pampiri se nang le lera la kahare la foil. Likomiki li lekana hoo e ka bang lisenthimithara tse 2 ka tse 4 mme li sebelisa sekoahelo se phallang holim'a bokaholimo bo sa benyeng. Sepheo ke ho hokahanya litekanyetso tse phahameng le tatso e ntle.

Kamohelo

Mabapi le Moputso oa Silevera oa A' Design Award

Theo Rebrand Primary Function: Peiso ea Chokolete ke mohapi oa Moputso oa Silevera oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e phahameng ka ho fetesisa, e ntle le e tsosang maikutlo. Bahapi ba Silevera ke mesebetsi e khanyang haholo le e nang le boqapi bo ikhethang e bontšang botsebi, talenta le bohlale ba baqapi ba eona. Theo Rebrand Primary Function: Peiso ea Chokolete e lebelletsoe ho ba mosebetsi o motle, oa mohlala, o nang le boprofeshenale bo bonahalang le mehopolo e mecha e tebileng. Moralo ona o hapileng Moputso oa Silevera oa A' Design Award ke mohopolo o hlokomelehang haholo le o ratoang o tlisang molemo mme o sutumelletsang meeli ea bonono, mahlale, moralo le theknoloji. Theo Rebrand Primary Function: Peiso ea Chokolete ke mosebetsi oo batho ba bangata ba o lakatsang, o tsosang litakatso, o tlisang maikutlo a matle le o tsosetsang ho makala le ho hlolla.

Ka Mora Moralo

Sete ya Boraditaba

Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.

Boleng bo Ikhethang: 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
Boholo le Phuthelo: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Lithegi: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Theknoloji ya Tlhahiso: 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.
Phephetso ya Moralo: 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.
Dipatlisiso: 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.
Kgothaletso: 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.
Nako ya Projeke: 6 months from kickoff to delivery of final packaging.
Tsamaiso ya Mosebetsi: 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.
Diphatente: N/A
Litho tsa Sehlopha: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Litlotla tsa Setshwantsho: David Estep