Theo Rebrand Primary Function: Pakete ng Tsokolate ni Clarkmcdowall Inc

Ang disenyo na Theo Rebrand Primary Function: Pakete ng Tsokolate ni Clarkmcdowall Inc ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2021 A' Design Award na Pilak sa Kategoryang Paligsahan na Disenyo ng Pakete.

PilakPakete· 2021

Theo Rebrand Primary Function: Pakete ng Tsokolate

ni Clarkmcdowall Inc

Kliyente: Clarkmcdowall

Nagwagi ng A' Design Award na Pilak sa Kategoryang Pakete

23,483

Na-verify na Nagwagi ng Parangal

I-verify ang Katayuan ng Parangal para sa #112066

Bisitahin ang Site Tingnan sa A' Design Award Press Release Badge ng Parangal

Mga Kulay

Ang Disenyo

Tungkol sa Theo Rebrand Primary Function: Pakete ng Tsokolate

Ang Theo Rebrand ay isang programa ng pakete at biswal na pagkakakilanlan para sa isang fair-trade, bean-to-bar na tatak ng tsokolate. Ginagamit ng disenyo ang isang matapang na guhit ng pintura bilang bintana tungo sa pagtuklas ng lasa at bilang pagpapahayag ng sining sa likod ng premium na tsokolate. Ang puting background ay nagmumungkahi ng malinis na pagkain at kadalisayan ng mga sangkap, at tumutulong upang tumingkad ang mga pakete sa istante. Ang mga bar ay may sukat na humigit-kumulang 3 hanggang 6 pulgada at gumagamit ng balot na papel na may panloob na patong na foil. Ang mga cup ay may sukat na humigit-kumulang 2 hanggang 4 pulgada at gumagamit ng flow wrap sa isang matte na substrate. Layunin nitong iugnay ang mas mataas na pamantayan sa magandang lasa.

Ang Pagkilala

Tungkol sa A' Design Award na Pilak

Ang Theo Rebrand Primary Function: Pakete ng Tsokolate ay nagwagi ng A' Design Award na Pilak, isang pambihirang prestihiyosong pagkilalang iginagawad sa mga disenyong nasa pinakamataas na antas, nakabibighani at kahanga-hanga. Ang mga nagwagi ng Pilak ay mga likhang lubhang makinang at napakamalikhain na naglalarawan sa pambihirang kadalubhasaan, talento at talas ng isip ng kanilang mga tagapagdisenyo. Inaasahang ang Theo Rebrand Primary Function: Pakete ng Tsokolate ay isang kahanga-hangang likhang huwaran na kapansin-pansing propesyonal at malalim na makabago. Ang disenyong ito na nagwagi ng A' Design Award na Pilak ay isang lubhang kapansin-pansin at hinahangaang imbensyon na nakikinabang at nagpapaunlad sa mga hangganan ng sining, agham, disenyo at teknolohiya. Ang Theo Rebrand Primary Function: Pakete ng Tsokolate ay isang likhang labis na kinaiinggitan na gumigising ng mga hangarin, nagdadala ng positibong damdamin at nagpapasiklab ng pagkamangha at pagkabighani.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: 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
Mga Sukat at Packaging: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Mga Tag: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teknolohiya sa Produksyon: 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.
Hamon sa Disenyo: 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.
Pananaliksik: 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.
Inspirasyon: 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.
Tagal ng Proyekto: 6 months from kickoff to delivery of final packaging.
Daloy ng Operasyon: 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.
Mga Patent: N/A
Mga Miyembro ng Koponan: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Mga Credit ng Larawan: David Estep