Theo Rebrand Primary Function: Upakisho lweTshokoleti by Clarkmcdowall Inc

Theo Rebrand Primary Function: Upakisho lweTshokoleti by Clarkmcdowall Inc is a highly esteemed winner of the very prestigious 2021 Ibhaso Lesilivere le-A' Design Award in Uyilo lwePakheji Competition Category.

IsilivereIpakheji· 2021

Theo Rebrand Primary Function: Upakisho lweTshokoleti

by Clarkmcdowall Inc

Client: Clarkmcdowall

Ibhaso Lesilivere le-A' Design Award Winner in Ipakheji Category

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Verified Award Winner

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The Design

About Theo Rebrand Primary Function: Upakisho lweTshokoleti

Book Text: I-Theo Rebrand yinkqubo yopakisho kunye nesazisi esibonakalayo somqondiso wetshokoleti eyenziwa ngokuthengiselana ngobulungisa, ukusuka kwimbewu ukuya kwibha. Uyilo lusebenzisa umgca opeyintiweyo ogqamileyo njengefestile eya kufumaneni incasa nanjengendlela yokubonakalisa ubugcisa obungasemva kwetshokoleti ephuma phambili. Umva omhlophe ubonisa ukutya okucocekileyo nobunyulu bezithako, kwaye unceda iimpakishi zibonakale kwishelufu. Iibha zimalinganiselo ale-intshi ezi-3 nge-6 kwaye zisebenzisa isongo lephepha elinomaleko wangaphakathi wefoyile. Iikomityi zimalinganiselo ale-intshi ezi-2 nge-4 kwaye zisebenzisa isongo elikhukuzayo kumphezulu ongabengiyo. Injongo kukudibanisa imigangatho ephakamileyo nencasa entle.

The Recognition

About the Ibhaso Lesilivere le-A' Design Award

Theo Rebrand Primary Function: Upakisho lweTshokoleti ngumphumeleli weIbhaso Lesilivere le-A' Design Award, ukuqatshelwa okuhlonitshwayo ngokungaqhelekanga okunikwa imiyilo yomgangatho ophezulu, entle nechukumisayo. Abaphumeleleyo beSilivere ziimveliso ezikhazimlayo kakhulu nezidala kakhulu ezibonisa ubungcali obuphawulekayo, italente nobukrelekrele babayili bazo. Theo Rebrand Primary Function: Upakisho lweTshokoleti iyathenjwa ukuba ibe ngumsebenzi omhle womzekelo, onobungcali obuphawulekayo nezinto ezintsha ezinzulu. Lo myilo uphumeleleyo weIbhaso Lesilivere le-A' Design Award yimveliso ebonakalayo kakhulu, ethandwayo enceda kwaye inyusa imida yobugcisa, inzululwazi, uyilo kunye nobuchwephesha. Theo Rebrand Primary Function: Upakisho lweTshokoleti yimveliso enomona omkhulu kuyo evusa iinqwenelo, izisa iimvakalelo ezintle kwaye ivuselela ukumangaliswa nokumangala.

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