Uyilo olubizwa ngokuba yi-Plant Selected Umsebenzi Osisiseko: Isipakisho Sesiselo Esisekelwe Kwimifuno olwenziwe ngu-Blackandgold Shanghai ngumwini obekekileyo webhaso elinobukhazikhazi le-2022 Ibhaso Lebhronzi le-A' Design Award Kudidi Lokhuphiswano lwe-Uyilo lwePakheji.
IbhronziIpakheji· 2022
Plant Selected Umsebenzi Osisiseko: Isipakisho Sesiselo Esisekelwe Kwimifuno
Umxhasi: Yili Group
Umwini we-Ibhaso Lebhronzi le-A' Design Award Kudidi Lwe-Ipakheji
Umwini Webhaso Oqinisekisiweyo
Qinisekisa Isimo Sebhaso se-#126422Uyilo
Malunga ne-Plant Selected Umsebenzi Osisiseko: Isipakisho Sesiselo Esisekelwe Kwimifuno
Umbhalo Wencwadi: Plant Selected sisipakisho sesiselo esisekelwe kwimifuno. Ibhotile yenziwe ngePET yaza yagqunywa ngefilimu ecikizekileyo, ilinganiselwa kububanzi obu-60mm, ubunzulu obu-60mm kunye nobude obu-177mm. Uyilo lulandela isimbo esilula esikhuthazwe luyilo lwamaScandinavia, ngendawo enkulu emhlophe engenanto. Inzuzo ephambili, iigrama ezi-6 zeprotein kwi-100 milimitha, ichaziwe ngokucacileyo. Iiseko ezininzi ezisekelwe kwimifuno zisebenzisa umzobo oxakekileyo obonisa izinto ezisetyenziswayo kunye nemifanekiso yemveliso. Ubume obuzolileyo bePlant Selected bujoliswe ekubeni buzimele kwishelufu kwaye bubonise iseleko njengokutya kwevegan.
Ukuqatshelwa
Malunga ne-Ibhaso Lebhronzi le-A' Design Award
Plant Selected Umsebenzi Osisiseko: Isipakisho Sesiselo Esisekelwe Kwimifuno ngumphumeleli weIbhaso Lebhronzi le-A' Design Award, ukuqatshelwa okuhlonitshwayo kakhulu okunikwa imiyilo ephawulekayo eyahlukaniswa kukuyila, ubukrelekrele nobukrelekrele. Abaphumeleleyo beBhronzi ziimveliso ezinobuchule obukhulu nezidala ngokumangalisayo ezingqina amava aphangaleleyo, ukucinga nokwazi ukuzenzela kwabayili bazo. Plant Selected Umsebenzi Osisiseko: Isipakisho Sesiselo Esisekelwe Kwimifuno iyathenjwa ukuba ibe yimpahla exatyiswa kakhulu, edunyiswayo nethandwayo enobungcali obuphawulekayo nezinto ezintsha. Lo myilo uphumeleleyo weIbhaso Lebhronzi le-A' Design Award ubandakanya iindlela ezilungileyo kakhulu kubugcisa, inzululwazi, uyilo kunye nobuchwephesha kwaye ugqwesile ngenxa yokunikela ingqalelo kwiinkcukacha. Plant Selected Umsebenzi Osisiseko: Isipakisho Sesiselo Esisekelwe Kwimifuno iyanelisa iimfuno ngokumangalisayo, ichukumisa iinqwenelo, ikhwebela iimvakalelo kwaye itsala umdla.
Emva Koyilo
Ikhithi Yeendaba
Iziqinisekiso, amalungu eqela kunye neenkcukacha zobugcisa ezinikezelwe ngumyili.
- Iimpawu Ezizodwa
- 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.
- Imilinganiselo nePakishini
- Width 60 mm x Depth 60 mm x Height 177 mm
- Iithegi
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Ubuchwepheshe Bokuvelisa
- PET bottle covered with Matte film
- Umngeni Woyilo
- 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.
- Uphando
- 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.
- Inkuthazo
- 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.
- Ubude Beprojekthi
- In 2019, the project started in September and finished in January, 2020
- Ukuhamba Komsebenzi
- 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.
- Amalungu Eqela
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Amagunya Emifanekiso
- All photos and video credits to blackandgold Shanghai, 2021.
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