Theo Rebrand Esasy Wezipesi: Şokolad Gaby by Clarkmcdowall Inc

Theo Rebrand Esasy Wezipesi: Şokolad Gaby by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 A' Design Award Kümüş Baýragy in Gaplama Dizaýny Competition Category.

KümüşGaplama· 2021

Theo Rebrand Esasy Wezipesi: Şokolad Gaby

by Clarkmcdowall Inc

Client: Clarkmcdowall

A' Design Award Kümüş Baýragy Winner in Gaplama Category

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Verified Award Winner
Verify Award Status for #112066

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Colors

The Design

About Theo Rebrand Esasy Wezipesi: Şokolad Gaby

Theo Rebrand — adalatly söwda esasly, kakaosyndan tagtasyna çenli öndürilýän şokolad brendi üçin döredilen gaplama we wizual şahsyýet maksatnamasydyr. Dizaýn tagam açyşyna penjire hökmünde we ýokary hilli şokoladyň arkasyndaky senetkärligiň beýany hökmünde batyrgaý boýag çyzgysyny ulanýar. Ak fon arassa iýmitlenmegi we düzüm bölekleriniň arassalygyny aňladýar hem-de gaplaryň tekjede tapawutlanmagyna kömek edýär. Tagtalar takmynan 3-e 6 dýuým ölçegde bolup, içki folga gatlakly kagyz oraýja bilen örtülýär. Kubokçalar takmynan 2-ä 4 dýuým ölçegde bolup, mat substrat üstünde akym oraýjasyny ulanýarlar. Maksat ýokary standartlary gowy tagam bilen baglanyşdyrmakdyr.

The Recognition

About the A' Design Award Kümüş Baýragy

Theo Rebrand Esasy Wezipesi: Şokolad Gaby A' Design Award Kümüş Baýragynyň ýeňijisidir; bu owadan, belent we täsirli ýokary derejeli dizaýnlara berilýän adatdan daşary abraýly ykrarnamadyr. Kümüş ýeňijileri dizaýnerleriniň ajaýyp bilimini, zehinini we ýiti aňyny görkezýän aşa ýalpyldawuk we örän döredijilikli eserlerdir. Theo Rebrand Esasy Wezipesi: Şokolad Gaby ajaýyp, nusgalyk, üns çekiji derejede hünärmenlikli we çuňňur täzelikçi eser bolmagy garaşylýar. A' Design Award Kümüş Baýragyny gazanan bu dizaýn sungatyň, ylmyň, dizaýnyň we tehnologiýanyň çäklerine peýda berýän we ony öňe sürýän örän üns çekiji, haýran galynýan oýlap tapyşdyr. Theo Rebrand Esasy Wezipesi: Şokolad Gaby köpüň gabanjyna sezewar bolýan, isleglerimizi oýarýan, oňyn duýgulary getirýän we haýranlyk we geň galmagy döredýän eserdir.

Behind the Design

Press Kit

Credits, team members and technical details provided by the designer.

Unique Properties: 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
Dimensions & Packaging: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tags: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Production Technology: 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.
Design Challenge: 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.
Research: 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.
Inspiration: 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.
Project Duration: 6 months from kickoff to delivery of final packaging.
Operation Flow: 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.
Patents: N/A
Team Members: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Image Credits: David Estep