ዲዛይን Theo Rebrand ማሸጊ ቸኮላታ ብ Clarkmcdowall Inc ኣብ ናይ ውድድር ምድብ ንድፊ ማዕሸጊ ኣዝዩ ዝኸበረ ተሸላማይ ናይ 2021 ናይ ብሩር ሽልማት A' Design Award እዩ።
ብሩርማዕሸጊ· 2021
Theo Rebrand ማሸጊ ቸኮላታ
ዓሚል: Clarkmcdowall
ኣብ ምድብ ማዕሸጊ ተሸላማይ ናይ ብሩር ሽልማት A' Design Award
ዝተረጋገጸ ተሸላማይ
ንቁጽሪ #112066 ሽልማት ኣረጋግጽእቲ ዲዛይን
ብዛዕባ Theo Rebrand ማሸጊ ቸኮላታ
ቲኦ ሪብራንድ ንሓደ ፍትሓዊ ንግዲ ዘለዎ፡ ካብ ፍረ ናብ ባር ዝዳሎ ብራንድ ቸኮላታ ዝተዳለወ መደብ ማሸጊን ትርኢታዊ መንነትን እዩ። እቲ ዲዛይን ከም መስኮት ናብ ምርካብ ጣዕሚ፡ ከምኡ’ውን ከም መግለጺ እቲ ኣብ ድሕሪ ላዕለዋይ ደረጃ ዘለዎ ቸኮላታ ዝርከብ ኪነት፡ ድሙቕ ቀለም ኣንፋሕ ኣብ ራሽ ይጥቀም። ጻዕዳ ድሕረ-ባይታ ጽሩይ ኣመጋግባን ንጽህና ትሕዝቶታትን ዘመልክት ኮይኑ፡ እቶም ማሸጊታት ኣብ መደርደሪ ፍሉይ ኮይኖም ክረኣዩ ይሕግዝ። እቶም ባራት ኣስታት 3 ብ6 ኢንች ዝዓቐኖም ኮይኖም፡ ወረቐታዊ ናይ ደገ መጠቕለሊ ምስ ውሽጣዊ ንብርብር ፎይል ይጥቀሙ። እቶም ኩባያታት ኣስታት 2 ብ4 ኢንች ዝዓቐኖም ኮይኖም፡ ኣብ ማት ንብረት ዝተነብረ ፍሎው ራፕ ይጥቀሙ። እቲ ዕላማ ላዕለዋይ ደረጃታት ምስ ጽቡቕ ጣዕሚ ንምትእስሳር እዩ።
እቲ ኣፍልጦ
ብዛዕባ ናይ ብሩር ሽልማት A' Design Award
Theo Rebrand ማሸጊ ቸኮላታ ናይ ብሩር ሽልማት A' Design Award ዝዓወተ እዩ፣ ንጽቡቓት፣ ልዑላትን ዘስደምምን ላዕለዋይ ደረጃ ዘለዎም ዲዛይናት ዝወሃብ ብዘይተለምደ ኣዚዩ ክቡር ኣፍልጦ። ዘዓወቱ ብሩር ፍሉይ ክእለት፣ ተውህቦን ጥበብን ዲዛይነራቶም ዘርእዩ ኣዚዮም ዘብርሁን ብዙሕ ፈጠራውያንን ስራሕቲ እዮም። Theo Rebrand ማሸጊ ቸኮላታ ዝበለጸ፣ ምሳሌ ዝኾነ፣ ብኣገዳሲ መገዲ ሞያውን ብዕምቆት ሓድሽን ስራሕ ክኾን ይጽበ። እዚ ዝዓወተ ዲዛይን ናይ ብሩር ሽልማት A' Design Award ብዙሕ ዝተራእየን ዝደነቐን ፈጠራ እዩ፣ ጥቕሚ ዘምጽእን ደረት ጥበብ፣ ሳይንስ፣ ዲዛይንን ቴክኖሎጂን ዘስፍሕን። Theo Rebrand ማሸጊ ቸኮላታ ብብዙሕ ዝቐንኣሉ ፍጥረት እዩ፣ ድሌታት ዘበራብር፣ ጽቡቕ ስምዒታት ዘምጽእን ሰንቢድን ምድናቕን ዘበራብርን።
ድሕሪ እቲ ዲዛይን
ናይ ፕረስ ኪት
ክረዲትታት፣ ኣባላት ጋንታን ቴክኒካዊ ዝርዝራትን ብዲዛይነር ዝቐረቡ።
- ፍሉያት ባህርያት
- 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
- ዓቐንን ማዕሸግን
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- መለለዪታት
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- ናይ ምፍራይ ቴክኖሎጂ
- 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.
- ናይ ዲዛይን ብድሆ
- 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.
- ምርምር
- 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.
- ምንጪ ሓሳብ
- 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.
- ናይ ፕሮጀክት ግዜ
- 6 months from kickoff to delivery of final packaging.
- ናይ ስርሒት ፍሰት
- 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. - ፓተንታት
- N/A
- ኣባላት ጋንታ
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - ናይ ስእሊ ክረዲት
- David Estep
ስፖንሰር ዝተገብረ
ልዕሊ Designers.org ዳህሰስ
ካብ ናይ ማስታወቂያ መሻርኽትና ፍርያት፣ ኣገልግሎታትን ዕድላትን ፍለጥ።
ተወሳኺ ንምርካብ
ተዛመድቲ ዲዛይናት
ካብ ተመሳሳሊ ምድብ ብብቕዓት ዝተመረጹ ተወሳኺ ሽልማት ዝተዓወቱ ዲዛይናት ድለዩ።
