Plant Selected Бастабандии нӯшокии растанӣ by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Ҷоизаи биринҷии A' Design Award in Дизайни бастабандӣ Competition Category.
БиринҷБастабандӣ· 2022
Plant Selected Бастабандии нӯшокии растанӣ
Client: Yili Group
Ҷоизаи биринҷии A' Design Award Winner in Бастабандӣ Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Бастабандии нӯшокии растанӣ
Plant Selected бастабандӣ барои нӯшокии дар асоси растанӣ таҳияшуда мебошад. Шиша аз PET сохта шуда, бо пардаи мат пӯшонида шудааст ва андозаи он 60 мм бар 60 мм чуқурӣ ва 177 мм баландӣ мебошад. Тарҳ услуби минималистиро пайравӣ мекунад, ки аз дизайни скандинавӣ илҳом гирифта шудааст ва майдони калони фазои сафедро дар бар мегирад. Бартарии асосӣ – 6 грамм сафеда дар 100 миллилитр – ба таври равшан нишон дода шудааст. Бисёре аз нӯшокиҳои растанигӣ графикаи пурбори дорои таркибҳо ва тасвирҳои маҳсулотро истифода мебаранд. Тарҳбандии ором ва оромонаи Plant Selected барои фарқ кардан дар рафҳо ва муаррифии нӯшокӣ ҳамчун ғизои веганӣ пешбинӣ шудааст.
The Recognition
About the Ҷоизаи биринҷии A' Design Award
Plant Selected Бастабандии нӯшокии растанӣ ғолиби Ҷоизаи биринҷии A' Design Award аст, ки эътирофи басо обрӯманд буда, ба тарҳҳои барҷаста дода мешавад, ки бо эҷодкорӣ, зеҳни тез ва зиракӣ фарқ мекунанд. Ғолибони биринҷ артефактҳои хеле моҳир ва ба таври ҷолиб эҷодкоронаанд, ки таҷрибаи васеъ, тасаввурот ва зеҳни тарроҳони худро тасдиқ мекунанд. Интизор меравад, ки Plant Selected Бастабандии нӯшокии растанӣ ашёи хеле қадршуда, мавриди таҳсин ва маҳбуб бошад, ки ба таври назаррас касбӣ ва навоварона аст. Ин тарҳи ғолиби Ҷоизаи биринҷии A' Design Award беҳтарин амалияро дар санъат, илм, тарроҳӣ ва технология дар бар мегирад ва бо диққати худ ба тафсилот аъло аст. Plant Selected Бастабандии нӯшокии растанӣ эҳтиёҷотро бо зебоӣ қонеъ мекунад, ба хостаҳо даст мерасонад, эҳсосотро мафтун месозад ва кунҷковиро ҷалб мекунад.
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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