Theo Rebrand Primary Function: Бастабандии шоколад аз Clarkmcdowall Inc

Тарҳи Theo Rebrand Primary Function: Бастабандии шоколад аз Clarkmcdowall Inc ғолиби шоистаи ҷоизаи бонуфузи 2021 Ҷоизаи нуқрагии A' Design Award дар категорияи мусобиқавии Дизайни бастабандӣ мебошад.

НуқраБастабандӣ· 2021

Theo Rebrand Primary Function: Бастабандии шоколад

аз ҷониби Clarkmcdowall Inc

Муштарӣ: Clarkmcdowall

Ғолиби Ҷоизаи нуқрагии A' Design Award дар категорияи Бастабандӣ

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Тасдиқи вазъи ҷоиза барои #112066

Ба сайт гузаред Дар A' Design Award дидан Релизи матбуотӣ Нишони ҷоиза

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Дар бораи Theo Rebrand Primary Function: Бастабандии шоколад

Book Text: Theo Rebrand барномаи бастабандӣ ва ҳувияти визуалӣ барои як бренди шоколадест, ки бо принсипи савдои одилона ва аз лӯбиё то тахтача истеҳсол мешавад. Тарроҳӣ як зарбаи ҷасуронаи ранг истифода мебарад, ки ҳамчун тиреза ба кашфи таъм ва ифодаи ҳунари паси шоколади олӣ хизмат мекунад. Заминаи сафед хӯроки тоза ва покии компонентҳоро тавсиф мекунад ва ба фарқ кардани бастаҳо дар рафҳо мусоидат менамояд. Тахтачаҳо тахминан 3 ба 6 дюйм андоза доранд ва аз печонандаи коғазӣ бо қабати дохилии фолга истифода мебаранд. Пиёлаҳо тахминан 2 ба 4 дюйм андоза доранд ва печонандаи ҷараёниро дар зерқабати матӣ истифода мебаранд. Ҳадаф пайваст кардани стандартҳои баландтар бо таъми хуб мебошад.

Эътироф

Дар бораи Ҷоизаи нуқрагии A' Design Award

Theo Rebrand Primary Function: Бастабандии шоколад ғолиби Ҷоизаи нуқрагии A' Design Award аст, ки эътирофи фавқулодда обрӯманд буда, ба тарҳҳои сатҳи олӣ, зебо ва таъсирбахш дода мешавад. Ғолибони нуқра асарҳои бағоят дурахшон ва бениҳоят эҷодкоронаанд, ки таҷрибаи барҷаста, истеъдод ва зиракии тарроҳони худро нишон медиҳанд. Интизор меравад, ки Theo Rebrand Primary Function: Бастабандии шоколад асари аҷоиб ва намунавӣ бошад, ки ба таври назаррас касбӣ ва амиқан навоваронаанд. Ин тарҳи ғолиби Ҷоизаи нуқрагии A' Design Award ихтирои хеле назаррас ва мавриди таҳсин аст, ки судманд аст ва ҳудуди санъат, илм, тарроҳӣ ва технологияро пеш мебарад. Theo Rebrand Primary Function: Бастабандии шоколад офаридаест, ки бисёриҳо ба он ҳасад мебаранд ва хостаҳоро бедор мекунад, эҳсосоти мусбат меорад ва ҳайрат ва тааҷҷуб ба вуҷуд меорад.

Дар паси тарҳ

Маҷмӯаи матбуотӣ

Кредитҳо, аъзои гурӯҳ ва тафсилоти техникие, ки тарроҳ пешниҳод кардааст.

Хусусиятҳои беназир: 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
Андоза ва бастабандӣ: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Тегҳо: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Технологияи истеҳсол: 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.
Мушкилоти дизайн: 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.
Таҳқиқот: 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.
Илҳом: 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.
Давомнокии лоиҳа: 6 months from kickoff to delivery of final packaging.
Ҷараёни кор: 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.
Патентҳо: N/A
Аъзои гурӯҳ: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Ҳуқуқи тасвирҳо: David Estep