Plant Selected Kemasan Minuman Berbasis Tutuwuhan by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Perunggu in Desain Bungkusan Competition Category.
PerungguBungkusan· 2022
Plant Selected Kemasan Minuman Berbasis Tutuwuhan
Client: Yili Group
A' Design Award Perunggu Winner in Bungkusan Category
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- Verified Award Winner
- Verify Award Status for #126422
The Design
About Plant Selected Kemasan Minuman Berbasis Tutuwuhan
Plant Selected mangrupa kemasan pikeun minuman berbasis tutuwuhan. Botolna dijieun tina PET sarta dilapisan ku film doff, jeung ukuranana 60 mm lebar, 60 mm jero, jeung 177 mm luhur. Desainna nuturkeun gaya minimalis anu diideuan ku desain Skandinavia, kalayan wewengkon bodas anu lega. Kauntungan utama, 6 gram protéin per 100 mililiter, dinyatakeun kalayan écés. Loba minuman berbasis tutuwuhan anu ngagunakeun grafis rame anu nembongkeun bahan jeung gambar produk. Tatanan tenang tina Plant Selected dimaksudkeun pikeun tampil béda di rak jeung nampilkeun inuman ieu salaku nutrisi vegan.
The Recognition
About the A' Design Award Perunggu
Plant Selected Kemasan Minuman Berbasis Tutuwuhan mangrupa juara A' Design Award Perunggu, pangakuan anu pohara bergengsi anu dipasihkeun ka desain unggul anu dicirikeun ku kréativitas, kacerdikan jeung kawaspadaan. Para juara Perunggu téh artéfak anu lobaan kaahlian jeung kréatif pisan anu ngabuktikeun pangalaman anu lega, imajinasi jeung kacerdasan para désainerna. Plant Selected Kemasan Minuman Berbasis Tutuwuhan diharepkeun jadi objék anu dihargaan, dikagumi jeung dipikanyaah anu profésional jeung inovatif. Desain juara A' Design Award Perunggu ieu ngalebetkeun prakték pangalusna dina seni, élmu, desain jeung téknologi, sarta unggul dina perhatian kana détail. Plant Selected Kemasan Minuman Berbasis Tutuwuhan minuhan kabutuhan kalayan éndah, nyentuh kahayang, nyenangkeun rasa, jeung narik rasa panasaran.
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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