Clarkmcdowall Inc 的作品 Theo Rebrand 巧克力包装

设计师 Clarkmcdowall Inc 的作品 Theo Rebrand 巧克力包装荣获了极具声望的 2021 A' Design Award 银奖，竞赛类别为包装设计。

银包装· 2021

Theo Rebrand 巧克力包装

设计师： Clarkmcdowall Inc

客户: Clarkmcdowall

包装类别A' Design Award 银奖获奖者

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已验证的获奖者

验证 #112066 的获奖状态

访问网站在A' Design Award上查看新闻稿获奖徽章

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关于 Theo Rebrand 巧克力包装

Theo Rebrand 是为一家公平贸易、从可可豆到成品巧克力（bean-to-bar）品牌打造的包装与视觉识别系统。设计以一笔遒劲的涂刷笔触作为通往味觉探索的"窗口"，同时也是对顶级巧克力背后匠心工艺的表达。白色背景传递出洁净饮食与原料纯粹的理念，并使产品在货架上更为醒目。巧克力排块尺寸约为3×6英寸，采用纸质外包裹配合铝箔内层；杯装产品尺寸约为2×4英寸，采用哑光材质的枕式包装。设计目标在于将更高的品质标准与美好的味觉体验紧密相连。

荣誉认可

关于A' Design Award 银奖

Theo Rebrand 巧克力包装是 A' Design Award 银奖得主，这是授予顶级、华美而令人印象深刻的设计的极为崇高的认可。银奖得主是极其卓越、极具创造力的作品，展现出其设计师杰出的专业技能、才华与敏锐。预计Theo Rebrand 巧克力包装将成为一件出色的典范之作，兼具非凡的专业性与深刻的创新性。这件赢得 A' Design Award 银奖的设计是一项备受瞩目、令人钦佩的发明，造福并拓展艺术、科学、设计和技术的边界。Theo Rebrand 巧克力包装是一件令人羡慕的创作，它唤起渴望，带来积极的情感，并激发惊叹与赞叹。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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
尺寸与包装: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
标签: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
生产技术: 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.
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: 6 months from kickoff to delivery of final packaging.
操作流程: 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.
专利: N/A
团队成员: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
图片版权: David Estep