Muundo Theo Rebrand Ufungashaji wa Chokoleti na Clarkmcdowall Inc ni mshindi mashuhuri wa tuzo ya kifahari ya 2021 Tuzo ya Fedha ya A' Design Award katika Kategoria ya Mashindano ya Usanifu wa Ufungashaji.
FedhaUfungashaji· 2021
Theo Rebrand Ufungashaji wa Chokoleti
Mteja: Clarkmcdowall
Mshindi wa Tuzo ya Fedha ya A' Design Award katika Kategoria ya Ufungashaji
Mshindi wa Tuzo Aliyethibitishwa
Thibitisha Hali ya Tuzo kwa #112066Muundo
Kuhusu Theo Rebrand Ufungashaji wa Chokoleti
Theo Rebrand ni mpango wa ufungashaji na utambulisho wa kuona kwa chapa ya chokoleti inayotengenezwa kutoka kwa punje hadi kwenye ubao, yenye biashara ya haki. Ubunifu huu unatumia mpigo wa rangi ulio wazi kama dirisha la kugundua ladha na kama usemi wa ufundi ulio nyuma ya chokoleti ya hali ya juu. Mandharinyuma meupe yanaashiria ulaji safi na usafi wa viambato, na husaidia vifungashio kujitokeza kwenye rafu. Mabao yanapima takribani inchi 3 kwa 6 na hutumia karatasi ya kufunika yenye tabaka la ndani la foili. Vikombe vinapima takribani inchi 2 kwa 4 na hutumia ufungashaji wa mtiririko kwenye uso usiong'aa. Lengo ni kuunganisha viwango vya juu na ladha nzuri.
Utambuzi
Kuhusu Tuzo ya Fedha ya A' Design Award
Theo Rebrand Ufungashaji wa Chokoleti ni mshindi wa Tuzo ya Fedha ya A' Design Award, utambuzi wenye heshima kubwa ya ajabu unaotolewa kwa miundo ya hali ya juu kabisa, ya kupendeza na ya kuvutia. Washindi wa Fedha ni kazi zinazong'aa mno na bunifu kupita kiasi zinazoonyesha utaalamu bora, kipaji na busara ya wabunifu wao. Theo Rebrand Ufungashaji wa Chokoleti inatarajiwa kuwa kazi nzuri ya kuigwa ambayo ni ya kitaalamu kwa kiasi kikubwa na yenye ubunifu wa kina. Muundo huu ulioshinda Tuzo ya Fedha ya A' Design Award ni uvumbuzi unaojulikana sana na kupendwa, unaonufaisha na kupanua mipaka ya sanaa, sayansi, usanifu na teknolojia. Theo Rebrand Ufungashaji wa Chokoleti ni kazi inayotamaniwa mno inayochochea hamu, huleta hisia chanya na huzua mshangao na mastaajabu.
Nyuma ya Muundo
Vifaa vya Habari
Mikopo, wanachama wa timu na maelezo ya kiufundi yaliyotolewa na mbuni.
- Sifa za Kipekee
- 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
- Vipimo na Ufungashaji
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- Lebo
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- Teknolojia ya Uzalishaji
- 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.
- Changamoto ya Ubunifu
- 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.
- Utafiti
- 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.
- Msukumo
- 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.
- Muda wa Mradi
- 6 months from kickoff to delivery of final packaging.
- Mtiririko wa Uendeshaji
- 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. - Hataza
- N/A
- Wanatimu
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - Haki za Picha
- David Estep
Imedhaminiwa
Gundua Zaidi ya Designers.org
Gundua bidhaa, huduma na fursa kutoka kwa washirika wetu wa matangazo.
Zaidi ya Kuchunguza
Miundo Inayohusiana
Chunguza miundo zaidi iliyoshinda tuzo kutoka kategoria hiyo hiyo, iliyochaguliwa kwa ubora.
