Plant Selected Iṣẹ Akọkọ ti Ìdọ̀tí Ohun Mimu Tí a Ṣe láti ọ̀dọ̀ Ewéko by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 Àmì-ẹ̀yẹ Idẹ A' Design Award in Àpẹẹrẹ Ìdìpò Competition Category.
IdẹÌdìpò· 2022
Plant Selected Iṣẹ Akọkọ ti Ìdọ̀tí Ohun Mimu Tí a Ṣe láti ọ̀dọ̀ Ewéko
Client: Yili Group
Àmì-ẹ̀yẹ Idẹ A' Design Award Winner in Ìdìpò Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected Iṣẹ Akọkọ ti Ìdọ̀tí Ohun Mimu Tí a Ṣe láti ọ̀dọ̀ Ewéko
Ọ̀rọ̀ Ìwé: Plant Selected jẹ́ ìdọ̀tí fún ohun mimu tí a ṣe láti ọ̀dọ̀ ewéko. A ṣe ìgò náà pẹ̀lú PET, tí a sì fi fíìmù aláìní-dán bò ó, ó sì ní ìwọ̀n 60 mm ní ibú, 60 mm ní ijinlẹ̀, àti 177 mm ní gíga. Ìṣàpẹẹrẹ náà tẹ̀lé ọ̀nà tí ó rọrùn (minimalist) tí ó gba ìmísí láti inú ìṣàpẹẹrẹ Scandinavian, pẹ̀lú àyè funfun tí ó gbòòrò. A sọ àǹfààní pàtàkì náà, èyí tí í ṣe giramu amuaradagba mẹ́fà fún mílílítà ọgọ́rùn-ún, ní kedere. Ọ̀pọ̀lọpọ̀ ohun mimu tí a ṣe láti ọ̀dọ̀ ewéko máa ń lo àwòrán tí ó kún fún ìsọfúnni tí ó fi àwọn ohun èlò àti àwòrán ọjà hàn. Ìṣètò tí ó dákẹ́ jẹ́ẹ́ ti Plant Selected ni a pinnu láti dúró jáde lórí ibi ìtajà àti láti fi ohun mimu náà hàn gẹ́gẹ́ bí oúnjẹ vegan.
The Recognition
About the Àmì-ẹ̀yẹ Idẹ A' Design Award
Plant Selected Iṣẹ Akọkọ ti Ìdọ̀tí Ohun Mimu Tí a Ṣe láti ọ̀dọ̀ Ewéko jẹ́ olùborí Àmì-ẹ̀yẹ Idẹ A' Design Award, ìdánimọ̀ olókìkí gan-an tí a fún àwọn àwòṣe tó tayọ tí wọ́n yàtọ̀ nípasẹ̀ ìṣẹ̀dá, àrékérekè àti ọgbọ́n inú. Àwọn olùborí Idẹ jẹ́ àwọn ohun èlò tó ní ìjáfáfá gan-an tí wọ́n sì ní ìṣẹ̀dá tó yani lẹ́nu tí wọ́n ń ṣe ẹ̀rí ìrírí gbígbòòrò, ìrònú àti ọgbọ́n àwọn olùṣàwòṣe wọn. A retí pé Plant Selected Iṣẹ Akọkọ ti Ìdọ̀tí Ohun Mimu Tí a Ṣe láti ọ̀dọ̀ Ewéko yóò jẹ́ ohun tí a kà sí gidigidi, tí a gbóríyìn fún tí a sì nífẹ̀ẹ́, tó jẹ́ ti ọ̀jáfáfá lọ́nà tó ṣe pàtàkì tó sì ní ìmúṣẹ̀dá tuntun. Àwòṣe tó borí Àmì-ẹ̀yẹ Idẹ A' Design Award yìí ń kó àwọn ọ̀nà tó dára jùlọ nínú iṣẹ́ ọnà, sáyẹ́ǹsì, àwòṣe àti ìmọ̀-ẹ̀rọ jọ, ó sì tayọ nítorí àfiyèsí rẹ̀ sí àwọn àlàyé kékeré. Plant Selected Iṣẹ Akọkọ ti Ìdọ̀tí Ohun Mimu Tí a Ṣe láti ọ̀dọ̀ Ewéko ń tẹ́ àwọn ohun tí a nílò lọ́rùn lọ́nà àgbàyanu, ó ń fọwọ́ kan àwọn ìfẹ́ inú, ó ń gbà ọkàn ó sì ń fa ìfẹ́ láti mọ̀ mọ́ra.
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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