Blackandgold Shanghai 的作品 Plant Selected 植物基饮品包装

设计师 Blackandgold Shanghai 的作品 Plant Selected 植物基饮品包装荣获了极具声望的 2022 A' Design Award 铜奖，竞赛类别为包装设计。

铜包装· 2022

Plant Selected 植物基饮品包装

设计师： Blackandgold Shanghai

客户: Yili Group

包装类别A' Design Award 铜奖获奖者

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设计作品

关于 Plant Selected 植物基饮品包装

Plant Selected 是一款植物基饮品的包装设计。瓶身采用PET材质，外覆哑光膜，尺寸为宽60毫米、深60毫米、高177毫米。设计遵循受斯堪的纳维亚设计启发的极简主义风格，保留大面积留白。产品的核心卖点——每100毫升含6克蛋白质——被清晰地标示出来。市面上众多植物基饮品的包装多采用繁复的图形，堆砌原料图案与产品图像。Plant Selected 以沉静克制的版面布局，力求在货架上脱颖而出，并将该饮品呈现为一种纯素营养之选。

荣誉认可

关于A' Design Award 铜奖

Plant Selected 植物基饮品包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Plant Selected 植物基饮品包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Plant Selected 植物基饮品包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

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: 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.
尺寸与包装: Width 60 mm x Depth 60 mm x Height 177 mm
标签: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
生产技术: PET bottle covered with Matte film
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: In 2019, the project started in September and finished in January, 2020
操作流程: 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.
团队成员: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
图片版权: All photos and video credits to blackandgold Shanghai, 2021.