Clarkmcdowall Inc 嘅作品 Theo Rebrand 朱古力包裝

由設計師 Clarkmcdowall Inc 創作嘅 Theo Rebrand 朱古力包裝係備受推崇嘅 2021 A' Design Award 銀獎得獎作品，獲獎類別為包裝設計。

銀包裝· 2021

Theo Rebrand 朱古力包裝

由 Clarkmcdowall Inc

客戶: Clarkmcdowall

包裝類別嘅 A' Design Award 銀獎得獎者

22,662

經驗證嘅獲獎者

驗證設計 #112066 嘅獲獎狀態

訪問網站喺 A' Design Award 查看新聞稿獎項徽章

色彩

設計

關於 Theo Rebrand 朱古力包裝

Theo Rebrand 係一個為公平貿易、由可可豆到成品（bean-to-bar）朱古力品牌而設嘅包裝同視覺形象方案。設計用咗一筆大膽嘅顏料筆觸作為通往味覺探索嘅窗口，亦係對優質朱古力背後工藝嘅一種表達。白色背景寓意乾淨飲食同原材料嘅純淨，亦有助包裝喺貨架上突圍而出。長條裝朱古力大約 3 吋乘 6 吋，採用紙質外包裝配鋁箔內層。杯裝大約 2 吋乘 4 吋，喺啞面基材上採用枕式包裝（flow wrap）。目標係將更高嘅標準同好味道連繫起嚟。

榮譽認可

關於A' Design Award 銀獎

Theo Rebrand 朱古力包裝是 A' Design Award 銀獎得主，這是授予頂級、華美而令人印象深刻的設計的極為崇高的認可。銀獎得主是極其卓越、極具創造力的作品，展現出其設計師傑出的專業技能、才華與敏銳。預計Theo Rebrand 朱古力包裝將成為一件出色的典範之作，兼具非凡的專業性與深刻的創新性。這件贏得 A' Design Award 銀獎的設計是一項備受矚目、令人欽佩的發明，造福並拓展藝術、科學、設計和技術的界限。Theo Rebrand 朱古力包裝是一件令人羨慕的創作，它喚起渴望，帶來積極的情感，並激發驚嘆與讚嘆。

設計背後

新聞資料包

由設計師提供嘅製作人員名單、團隊成員同技術詳情。

獨特屬性: 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
尺寸同包裝: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
標籤: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
生產技術: 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.
設計挑戰: 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.
靈感: 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.
項目時長: 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.
專利: N/A
團隊成員: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
圖片來源: David Estep