Theo Rebrand Ìdìpọ̀ Ṣokolátì láti ọwọ́ Clarkmcdowall Inc jẹ́ aṣẹ́gun olókìkí púpọ̀ ti 2021 Àmì-ẹ̀yẹ Fàdákà A' Design Award nínú Ẹ̀ka Ìdíje Àpẹẹrẹ Ìdìpò.
FàdákàÌdìpò· 2021
Theo Rebrand Ìdìpọ̀ Ṣokolátì
látọ̀wọ́ Clarkmcdowall Inc
Oníbàárà: Clarkmcdowall
Aṣẹ́gun Àmì-ẹ̀yẹ Fàdákà A' Design Award nínú Ẹ̀ka Ìdìpò
Aṣẹ́gun Àmì Ẹ̀yẹ Tí a Jẹ́rìísí
Jẹ́rìísí Ipò Àmì Ẹ̀yẹ fún #112066Àpẹrẹ Náà
Nípa Theo Rebrand Ìdìpọ̀ Ṣokolátì
Theo Rebrand jẹ́ ètò ìdìpọ̀ àti ìdánimọ̀ ojúrí fún àmì ṣokolátì tí a ń ṣe láti inú ẹ̀wà títí dé pátákò, tí ó sì ń ṣe òwò tí ó tọ́. Àpẹrẹ náà lo àwọ̀ dídán tí ó gbámúṣé gẹ́gẹ́ bí fèrèsè sí ìṣàwárí adùn àti gẹ́gẹ́ bí ìfihàn iṣẹ́ ọnà tí ó wà lẹ́yìn ṣokolátì tó dára gbà. Ẹ̀yìn funfun kan dámọ̀ràn jíjẹun tí ó mọ́ àti ìwà mímọ́ àwọn èròjà, ó sì ń ṣèrànwọ́ fún àwọn ìdìpọ̀ láti fara hàn lórí pẹpẹ. Àwọn pátákò náà tó nǹkan bí ẹ̀ẹ̀ta ní ẹ̀ẹ̀fà inch, wọ́n sì lo ìwé ìwọ̀wé pẹ̀lú ìpele fọ́ìlì nínú. Àwọn ago náà tó nǹkan bí ẹ̀ẹ̀jì ní ẹ̀ẹ̀rin inch, wọ́n sì lo ìwọ̀wé tí ń ṣàn lórí ojú tí kò dán. Èròngbà náà ni láti so àwọn ìlànà gíga pọ̀ mọ́ adùn tí ó dára.
Ìdánimọ̀ Náà
Nípa Àmì-ẹ̀yẹ Fàdákà A' Design Award
Theo Rebrand Ìdìpọ̀ Ṣokolátì jẹ́ olùborí Àmì-ẹ̀yẹ Fàdákà A' Design Award, ìdánimọ̀ onípọ̀nlé lọ́nà àrà ọ̀tọ̀ tí a fún àwọn àwòṣe ìpele gíga jùlọ tó dára tó sì ń kan ọkàn. Àwọn olùborí Fàdákà jẹ́ àwọn iṣẹ́ tó ń tàn yòò gidigidi tó sì ní ìṣẹ̀dá púpọ̀ tí wọ́n ń ṣàfihàn ìmọ̀ ìjìnlẹ̀, ẹ̀bùn àti ìmọ̀ràn àwọn olùṣàwòṣe wọn. A retí pé Theo Rebrand Ìdìpọ̀ Ṣokolátì yóò jẹ́ iṣẹ́ àgbàyanu, àpẹẹrẹ rere, ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun jinlẹ̀. Àwòṣe tó borí Àmì-ẹ̀yẹ Fàdákà A' Design Award yìí jẹ́ ohun ìmúṣẹ̀dá tó hàn gbangba gidigidi tí a mọrírì tó ń ṣe anfàní tó sì ń tì ààlà iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ síwájú. Theo Rebrand Ìdìpọ̀ Ṣokolátì jẹ́ ẹ̀dá tí ọ̀pọ̀lọpọ̀ ń ṣe ìlara, tó ń jí ìfẹ́ inú, tó ń mú ìmọ̀lára rere wá tó sì ń jí ìyàlẹ́nu àti ìyanu.
Lẹ́yìn Àpẹrẹ Náà
Àkójọ Ìròyìn
Àwọn ẹ̀tọ́, àwọn ọmọ ẹgbẹ́ àti àlàyé ìmọ̀ ẹ̀rọ tí olùṣàpẹrẹ pèsè.
- Àwọn Ohun Àkànṣe
- 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
- Ìwọ̀n àti Àpò
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- Àwọn Àkọlé
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- Ìmọ̀-ẹ̀rọ Ìṣelọ́pọ̀
- 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.
- Ìpèníjà Àpèsè
- 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.
- Ìwádìí
- 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.
- Ìmísí
- 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.
- Àkókò Iṣẹ́ Àkànṣe
- 6 months from kickoff to delivery of final packaging.
- Ìlànà Ìṣiṣẹ́
- 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. - Àwọn Ìwé-ẹ̀rí Ohun-Ìmọ̀
- N/A
- Àwọn Ọmọ Ẹgbẹ́
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - Ìfọwọ́sí Àwòrán
- David Estep
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