Theo Rebrand Chokladförpackning av Clarkmcdowall Inc

Designen Theo Rebrand Chokladförpackning av Clarkmcdowall Inc är en högt ansedd vinnare av den mycket prestigefyllda 2021 A' Design Award i Silver i tävlingskategorin Förpackningsdesign.

SilverFörpackning· 2021

Theo Rebrand Chokladförpackning

av Clarkmcdowall Inc

Klient: Clarkmcdowall

Vinnare av A' Design Award i Silver i kategorin Förpackning

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Färger

Designen

Om Theo Rebrand Chokladförpackning

Theo Rebrand är ett förpacknings- och visuellt identitetsprogram för ett rättvisemärkt chokladvarumärke som tillverkar choklad från böna till kaka. Designen använder ett djärvt penseldrag som ett fönster till smakupptäckt och som ett uttryck för hantverket bakom premiumchoklad. En vit bakgrund antyder ren mat och rena ingredienser, och hjälper förpackningarna att sticka ut på hyllan. Kakorna mäter cirka 3 gånger 6 tum och använder ett pappersomslag med ett inre folielager. Bitarna mäter cirka 2 gånger 4 tum och använder ett flödesomslag på ett matt underlag. Målet är att koppla samman högre standarder med god smak.

Erkännandet

Om A' Design Award i Silver

Theo Rebrand Chokladförpackning är vinnare av A' Design Award i Silver, ett utomordentligt prestigefyllt erkännande som tilldelas förstklassiga, hänförande och imponerande designverk i toppskiktet. Silvervinnare är oerhört briljanta och utomordentligt kreativa verk som illustrerar sina formgivares enastående expertis, talang och skarpsinne. Theo Rebrand Chokladförpackning förväntas vara ett underbart paradexempel som är anmärkningsvärt professionellt och djupt innovativt. Detta vinnande verk i A' Design Award i Silver är en mycket uppmärksammad, beundrad uppfinning som gagnar och flyttar fram gränserna för konst, vetenskap, design och teknik. Theo Rebrand Chokladförpackning är en skapelse som avundas starkt, som väcker längtan, förmedlar positiva känslor och väcker förundran och häpnad.

Bakom designen

Presskit

Erkännanden, teammedlemmar och tekniska detaljer tillhandahållna av designern.

Unika egenskaper: 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
Dimensioner & förpackning: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Taggar: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Produktionsteknik: 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.
Designutmaning: 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.
Forskning: 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.
Projektlängd: 6 months from kickoff to delivery of final packaging.
Arbetsflöde: 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.
Patent: N/A
Teammedlemmar: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Bildkrediteringar: David Estep