Sogurt With Love and All Things Good 冷冻酸奶包装 by Jimmy Chew

Sogurt With Love and All Things Good 冷冻酸奶包装 by Jimmy Chew is a highly esteemed winner of the very prestigious 2021 A' Design Award 铁奖 in 包装设计 Competition Category.

铁包装· 2021

Sogurt With Love and All Things Good 冷冻酸奶包装

by Jimmy Chew

Client: Sogurt

A' Design Award 铁奖 Winner in 包装 Category

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Verified Award Winner

Verify Award Status for #119936

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Colors

The Design

About Sogurt With Love and All Things Good 冷冻酸奶包装

《Sogurt With Love and All Things Good》是一款冷冻酸奶冰淇淋杯的包装设计。设计采用清新的色调,传递出亲切、轻松而优雅的品牌气质。叠加的插画将每款精心调制口味中的关键原料拟人化呈现。字体、图形符号与版式经过精心编排,清晰传达产品信息,便于阅读。原包装的塑料杯盖被替换为纸质杯盖。每杯容量为125毫升,杯口宽度为74毫米。

The Recognition

About the A' Design Award 铁奖

Sogurt With Love and All Things Good 冷冻酸奶包装是 A' Design Award 铁奖得主，这是授予满足人们对设计精良的创作所期待的专业与工业要求的优良设计的声望认可。铁奖得主展现出其创作者的高超技艺、高度专业化、专家级的理解力和创造能力。预计Sogurt With Love and All Things Good 冷冻酸奶包装将成为一件备受推崇、令人钦佩且被珍爱的创作，既实用又创新。这件赢得 A' Design Award 铁奖的设计整合了行业最佳实践，并拥有与专业知识和才华相结合的称职技术特性。Sogurt With Love and All Things Good 冷冻酸奶包装因其严谨而受到尊重，旨在提供有助于让世界变得更美好的生活品质改善。

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.