Plant Selected Ufungaji wa Kinywaji Kinachotokana na Mimea by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Tuzo ya Shaba ya A' Design Award in Usanifu wa Ufungashaji Competition Category.
ShabaUfungashaji· 2022
Plant Selected Ufungaji wa Kinywaji Kinachotokana na Mimea
Client: Yili Group
Tuzo ya Shaba ya A' Design Award Winner in Ufungashaji Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Ufungaji wa Kinywaji Kinachotokana na Mimea
Plant Selected ni ufungaji wa kinywaji kinachotokana na mimea. Chupa hiyo imetengenezwa kwa PET na kufunikwa na filamu isiyometa, na ina vipimo vya upana wa milimita 60, kina cha milimita 60 na urefu wa milimita 177. Muundo huu unafuata mtindo wa minimalisti wenye msukumo kutoka kwa muundo wa Skandinavia, ukiwa na eneo kubwa la nafasi nyeupe. Faida kuu, gramu 6 za protini kwa kila mililita 100, imeainishwa kwa uwazi. Vinywaji vingi vinavyotokana na mimea hutumia michoro yenye shughuli nyingi inayoonyesha viungo na picha za bidhaa. Mpangilio tulivu wa Plant Selected umekusudiwa kujitokeza kwenye rafu na kuwasilisha kinywaji hicho kama lishe ya vegan.
The Recognition
About the Tuzo ya Shaba ya A' Design Award
Plant Selected Ufungaji wa Kinywaji Kinachotokana na Mimea ni mshindi wa Tuzo ya Shaba ya A' Design Award, utambuzi wenye heshima kubwa unaotolewa kwa miundo bora inayotofautishwa kwa ubunifu, ustadi na busara. Washindi wa Shaba ni kazi za ufundi mwingi na bunifu ya kushangaza zinazothibitisha uzoefu mpana, mawazo na ustadi wa wabunifu wao. Plant Selected Ufungaji wa Kinywaji Kinachotokana na Mimea inatarajiwa kuwa kitu kinachothaminiwa sana, kupendwa na kuenziwa, ambacho ni cha kitaalamu na bunifu kwa kiasi kikubwa. Muundo huu ulioshinda Tuzo ya Shaba ya A' Design Award unajumuisha mbinu bora katika sanaa, sayansi, usanifu na teknolojia, na ni bora kwa umakini wake kwa undani. Plant Selected Ufungaji wa Kinywaji Kinachotokana na Mimea hutosheleza mahitaji kwa uzuri, hugusa hamu, huvutia hisia na kuvutia udadisi.
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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