Plant Selected Sesebediswa sa Sengoloa sa Dino by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Moputso oa Boronse oa A' Design Award in Moralo wa Phuthelo Competition Category.
BoronsePhuthelo· 2022
Plant Selected Sesebediswa sa Sengoloa sa Dino
Client: Yili Group
Moputso oa Boronse oa A' Design Award Winner in Phuthelo Category
Verified Award Winner
Verify Award Status for #134253The Design
About Plant Selected Sesebediswa sa Sengoloa sa Dino
Plant Selected ke moralo wa sengoloa bakeng sa mefuta ea dino tse entsweng ka semela. Sejana ke lebotlolo la PET le koahetsweng ka filimi e senang ho khanya, e nang le bophara ba 60 mm, botebo ba 60 mm le bolelele ba 177 mm. Mmala o motala o sebediswa bakeng sa seno sa soya mme o boputswa bo bosoeu (blue) bakeng sa seno sa oat. Lebitso la sehlahiswa le ngotswe ka fonto e kgolo ya Senyesemane ya mokgwa wa graffiti, mme dinaoa tsa soya le oat tsa mmala wa gauta di kopantswe ka har'a mangolo. Bokamoreng bo tletseng ka mebala bo theha sebaka se matla sa mmala shelefong. Melemo ya sehlahiswa e beilwe tlase ho fana ka tlhaiso-leseling ho bareki.
The Recognition
About the Moputso oa Boronse oa A' Design Award
Plant Selected Sesebediswa sa Sengoloa sa Dino ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Plant Selected Sesebediswa sa Sengoloa sa Dino e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Plant Selected Sesebediswa sa Sengoloa sa Dino e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, plant-based Beverage, plant milk, China
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
- Research
- To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
- Inspiration
- The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
- Project Duration
- The project started in September, 2020 and the product is launched in March, 2021
- Operation Flow
- Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
- Patents
- All photos and video credits to blackandgold Shanghai, 2022.
- Team Members
- Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
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