Plant Selected O'simlik Asosidagi Ichimlik Qadoqlash Dizayni by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award Bronza Mukofoti in Qadoqlash Dizayni Competition Category.
BronzaQadoqlash· 2022
Plant Selected O'simlik Asosidagi Ichimlik Qadoqlash Dizayni
Client: Yili Group
A' Design Award Bronza Mukofoti Winner in Qadoqlash Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected O'simlik Asosidagi Ichimlik Qadoqlash Dizayni
Plant Selected — o'simlik asosidagi ichimlik uchun qadoqlash dizaynidir. Shisha PET materialidan tayyorlangan va matoviy plyonka bilan qoplangan bo'lib, kengligi 60 mm, chuqurligi 60 mm va balandligi 177 mm ni tashkil qiladi. Dizayn skandinaviyacha uslubdan ilhomlangan minimalistik yondashuvga ega bo'lib, keng oq bo'shliq maydonidan foydalanadi. Asosiy afzallik — har 100 millilitrga 6 gramm oqsil — aniq ko'rsatilgan. Ko'plab o'simlik asosidagi ichimliklar tarkibiy qismlar va mahsulot tasvirlarini ko'rsatuvchi bezakli grafikalardan foydalanadi. Plant Selected'ning sokin dizayni tokchada ajralib turishga va ichimlikni vegan ozuqa sifatida taqdim etishga qaratilgan.
The Recognition
About the A' Design Award Bronza Mukofoti
Plant Selected O'simlik Asosidagi Ichimlik Qadoqlash Dizayni A' Design Award Bronza Mukofotining g‘olibi bo‘lib, bu ijodkorlik, zukkolik va topqirlik bilan ajralib turuvchi a’lo dizaynlarga beriladigan o‘ta nufuzli e’tirofdir. Bronza g‘oliblari o‘z dizaynerlarining keng tajribasi, tasavvuri va topqirligini tasdiqlovchi juda mohir va hayratlanarli darajada ijodiy buyumlardir. Plant Selected O'simlik Asosidagi Ichimlik Qadoqlash Dizayni yuqori qadrlanadigan, hayrat bilan qaraladigan va suyukli, diqqatga sazovor darajada kasbiy va innovatsion buyum bo‘lishi kutiladi. A' Design Award Bronza Mukofotini qo‘lga kiritgan ushbu dizayn san’at, fan, dizayn va texnologiyadagi eng yaxshi amaliyotlarni o‘zida mujassam etadi va tafsilotlarga e’tibori bilan a’lodir. Plant Selected O'simlik Asosidagi Ichimlik Qadoqlash Dizayni ehtiyojlarni go‘zal qondiradi, istaklarga tegadi, tuyg‘ularni maftun etadi va qiziqishni jalb qiladi.
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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