Sogurt With Love and All Things Good Iṣẹ Pataki: Ìdí Ìgò Yogọ́tì Tútù by Jimmy Chew is a highly esteemed winner of the very prestigious 2021 Àmì-ẹ̀yẹ Irin A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IrinÌdìpò· 2021
Sogurt With Love and All Things Good Iṣẹ Pataki: Ìdí Ìgò Yogọ́tì Tútù
by Jimmy Chew
Client: Sogurt
Àmì-ẹ̀yẹ Irin A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #119936The Design
About Sogurt With Love and All Things Good Iṣẹ Pataki: Ìdí Ìgò Yogọ́tì Tútù
Ọ̀rọ̀ Ìwé: Sogurt With Love and All Things Good jẹ́ àpẹẹrẹ ìdí ìgò fún àwọn ago yinyin yogọ́tì tútù. A lo àwọn àwọ̀ tuntun tí ó dán mọ́rán láti fi hàn ohùn burandi tí ó rọrùn láti súnmọ́, tí ó fẹ́ẹ́rẹ́fẹ́ ní ìrísí, tí ó sì tún ní ọ̀ṣọ́. Àwọn àwòrán tí a fi ṣàpẹẹrẹ ni a gbé ka ara wọn láti fi hàn bí àwọn ohun èlò pàtàkì ṣe ń darapọ̀ mọ́ ara wọn nínú olúkúlùkù adùn tí a ṣe pẹ̀lú ọgbọ́n. A ṣètò àwọn lẹ́tà, àwọn àmì àti ìlànà ìgbékalẹ̀ láti fi ìsọfúnni ọjà hàn ní kedere àti láti mú kí kíkà rẹ̀ rọrùn. Ideri pilasitiki tí ó wà nínú ìdí àkọ́kọ́ ni a ti fi ideri bébà rọ́pò rẹ̀. Olúkúlùkù ago gba mílílítà 125, ó sì ní ìbú tí ó jẹ́ milimita 74.
The Recognition
About the Àmì-ẹ̀yẹ Irin A' Design Award
Sogurt With Love and All Things Good Iṣẹ Pataki: Ìdí Ìgò Yogọ́tì Tútù jẹ́ olùborí Àmì-ẹ̀yẹ Irin A' Design Award, ìdánimọ̀ olókìkí tí a fún àwọn àwòṣe tó dára tí wọ́n pàdé àwọn ohun tí iṣẹ́ àti ilé-iṣẹ́ nílò tí a retí láti ọ̀dọ̀ àwọn ẹ̀dá tí a ṣàwòṣe dáradára. Àwọn olùborí Irin ń fi ìjáfáfá ńlá, ìmọ̀ pàtó gíga, òye ògbóǹtarìgì àti agbára ìṣẹ̀dá àwọn olùṣẹ̀dá wọn hàn. A retí pé Sogurt With Love and All Things Good Iṣẹ Pataki: Ìdí Ìgò Yogọ́tì Tútù yóò jẹ́ ẹ̀dá tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó wúlò tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Irin A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ ilé-iṣẹ́ jọ, ó sì ní àwọn ànímọ́ ìmọ̀-ẹ̀rọ tó péye tí a so mọ́ ìmọ̀ ṣíṣe àti ẹ̀bùn. A bọ̀wọ̀ fún Sogurt With Love and All Things Good Iṣẹ Pataki: Ìdí Ìgò Yogọ́tì Tútù nítorí ìfọ̀kànbalẹ̀ rẹ̀, a sì ṣàwòṣe rẹ̀ láti pèsè ìmúdára ìgbésí ayé tó ń ran ayé lọ́wọ́ láti di ibi tó dára jù.
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- The renewed brand identity and packaging system emphasizes on visual clarity and simplicity, with the main intention to congruently reflect evolution of the brand, personality of the founder and needs of their consumers.
Fresh colour hues have been used to reflect the approachable, fun loving, free spirited and elegant voice of Sogurt. The design showcases an optimistic aesthetic with uniquely overlaid illustrations to personify the fusion of key ingredients within each deliciously healthy crafted flavour. - Dimensions & Packaging
- 74mm(width) x 82mm(height) x 82mm(diameter)
125ml ice-cream cup - Tags
- Sogurt, Hartwork, Packaging Design, Experience Design, Froyo, Ice-Cream
- Production Technology
- Jimmy has scrutinised every element in the packaging design, from the colors, iconography, font type, visual design to materialization. The end result is a balanced design consideration of aesthetic, production efficiency and experience design.
By eliminating the use of plastic lid, which was in Sogurt's old packaging design, and switching to the use of paper lid, the design is intently aligned with Sogurt's brand values of spreading love and wellness. A positive messaging "Crafted With Love And All Things Good" is integrated into the design to accentuate their brand values. - Design Challenge
- The creative challenge faced during this project is on the production & logistics side of things. Due to the Covid-19 pandemic, this has affected the production lead time of the packaging, as well as the logistics transportation of the finished product. The campaign launch date to reveal the new packaging and visual design has to be slightly delayed.
- Research
- The success of the project depends largely on incorporating empathy driven service design to understand the client's personality, their business and touchpoints and their customers' needs. Interview and feedback were conducted with the brand owner and their customers to understand the challenges on their existing packaging design in areas of construction, production and visual design.
These knowledge are congruently aligned into the brand uplift and packaging design, to work strategically in tandem with Sogurt's campaign to extend ecommerce into their business to outreach a wider audience. - Inspiration
- Jimmy has invigorated the Sogurt brand with a uniquely created packaging design. Every visual communication touchpoint designed for the Sogurt brand, from illustration, icons, colors, typography is purely intended to reflect the personality of the brand owner and permeate positive feelings, spreading positivity and enhance the good feelings to the consumer.
The ultimate intention is a visual identity specially created to accentuate positivity and liveliness. - Project Duration
- The project started in August 2019 in Singapore and finished in October 2020. The new packaging designs are revealed to the market in January 2021.
- Operation Flow
- The intended users' point-of-view is primarily to be able to extract the product information with clarity without being overwhelmed by the amount of information. The packaging design has been intently designed with the information hierarchy, content reading experience and visual design strategically considered.
The amount of information to be showcased has been stringently scrutinised with careful usage of layout, font type and iconography to promote readability. - Team Members
- Creative Director : Jimmy Chew
Designer : Jimmy Chew - Image Credits
- Image #1-4 : Photographer Antelope Studios, 2021.
Image #5 : Photographer Sogurt, 2021.
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