Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi ngu-Clarkmcdowall Inc

Umdwebo Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi ngu-Clarkmcdowall Inc ungumnqobi ohlonishwa kakhulu womklomelo odumile we-2021 Umklomelo Wesiliva we-A' Design Award Esigabeni Somncintiswano se-Ukudizayina Ukupakisha.

IsilivaUkupakisha· 2021

Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi

ngu Clarkmcdowall Inc

Iklayenti: Clarkmcdowall

Umnqobi we-Umklomelo Wesiliva we-A' Design Award Esigabeni se-Ukupakisha

23,483

Umnqobi Womklomelo Oqinisekisiwe

Qinisekisa Isimo Somklomelo se-#112066

Vakashela Isayithi Buka ku-A' Design Award Isitatimende Sabezindaba Ibheji Yomklomelo

Imibala

Ukuklama

Mayelana ne-Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi

Theo Rebrand iwuhlelo lokupakisha kanye nokuhlonza ngokubonakalayo kwebhrendi yoshokoledi olwenziwe kusuka embewini kuya ku-bha, olusekelwe kwezohwebo olunobulungiswa. Umklamo usebenzisa umlandu wepende oqhamile njengefasitela lokuthola ukunambitheka nanjengendlela yokuveza ubuciko obungasemuva koshokoledi olusezingeni eliphezulu. Isizinda esimhlophe sisikisela ukudla okuhlanzekile kanye nobumsulwa bezithako, futhi sisiza amaphakethe ukuba avele kahle eshelufini. Ama-bha alinganiselwa ku-3 nge-6 inthshi futhi asebenzisa isimbozo sephepha esinesendlalelo sangaphakathi se-foyili. Izinkomishi zilinganiselwa ku-2 nge-4 inthshi futhi zisebenzisa isimbozo esigelezayo endaweni engabengezeli. Inhloso ukuxhumanisa amazinga aphezulu nokunambitheka okuhle.

Ukuqashelwa

Mayelana ne-Umklomelo Wesiliva we-A' Design Award

Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi iwinile uMklomelo Wesiliva we-A' Design Award, ukwaziswa okuhloniphekile ngokungajwayelekile okunikezwa imiklamo esezingeni eliphezulu, ebukekayo nethinta kakhulu. Abawinile beSiliva yimisebenzi egqamile kakhulu nedala kakhulu ebonisa ubungcweti obuphawulekayo, italente nobuhlakani babaklami babo. Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi ilindeleke ukuba ibe ngumsebenzi omuhle wesibonelo, onobungcweti obuphawulekayo nezinto ezintsha ezijulile. Lo mklamo owinile uMklomelo Wesiliva we-A' Design Award uyinto entsha ebonakala kakhulu nethakazelisayo esiza futhi isunduza imingcele yobuciko, isayensi, ukuklama nobuchwepheshe. Theo Rebrand Umsebenzi Oyinhloko: Ukupakisha Ushokoledi iyinto enomhawu omkhulu kuyo evusa izifiso, ilethe imizwa emihle futhi ivuse ukumangala nokuxakeka.

Ngemuva Kokuklama

Iphakheji Yabezindaba

Ama-credit, amalungu eqembu nemininingwane yobuchwepheshe ehlinzekwe ngumklami.

Izici Ezihlukile: 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
Izilinganiso Nokupakisha: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Amathegi: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Ubuchwepheshe Bokukhiqiza: 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.
Inselele Yokudweba: 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.
Ucwaningo: 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.
Ugqozi: 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.
Ubude Bephrojekthi: 6 months from kickoff to delivery of final packaging.
Ukuhamba Kokusebenza: 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.
Amapathenti: N/A
Amalungu Eqembu: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Amakhredithi Ezithombe: David Estep