Plant Selected 植物精選植物性飲品包裝 by Blackandgold Shanghai is a highly esteemed winner of the very prestigious 2022 A' Design Award 銅獎 in 包裝設計 Competition Category.
銅包裝· 2022
Plant Selected 植物精選植物性飲品包裝
Client: Yili Group
A' Design Award 銅獎 Winner in 包裝 Category
Verified Award Winner
Verify Award Status for #126422The Design
About Plant Selected 植物精選植物性飲品包裝
《植物精選》係一款植物性飲品嘅包裝設計。樽身以PET製成,外層覆有啞光薄膜,尺寸為闊60毫米、深60毫米、高177毫米。設計採用受北歐風格啟發嘅簡約風格,運用大面積留白。產品每100毫升含6克蛋白質嘅重要賣點清晰標示於包裝之上。市面上好多植物性飲品都採用繁複嘅圖案設計,展示成分同產品圖像。相比之下,《植物精選》以簡潔沉靜嘅版面設計,旨在喺貨架上脫穎而出,將此飲品呈現為純素營養之選。
The Recognition
About the A' Design Award 銅獎
Plant Selected 植物精選植物性飲品包裝是 A' Design Award 銅獎得主，這是授予以創造力、獨創性和敏銳見長的傑出設計的極具聲望的認可。銅獎得主是技藝嫻熟、創意驚人的作品，印證了其設計師豐富的經驗、想像力與機智。預計Plant Selected 植物精選植物性飲品包裝將成為一件備受推崇、令人欽佩且被珍愛的物品，兼具顯著的專業性與創新性。這件贏得 A' Design Award 銅獎的設計融入藝術、科學、設計和技術領域的最佳實踐，並因注重細節而出類拔萃。Plant Selected 植物精選植物性飲品包裝出色地滿足需求，觸動渴望，迷住情感，並吸引好奇心。
Behind the Design
Press Kit
Credits, team members and technical details provided by the designer.
- Unique Properties
- 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.
- Dimensions & Packaging
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Production Technology
- PET bottle covered with Matte film
- Design Challenge
- 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.
- Research
- 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.
- Inspiration
- 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.
- Project Duration
- In 2019, the project started in September and finished in January, 2020
- Operation Flow
- 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.
- Team Members
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Image Credits
- All photos and video credits to blackandgold Shanghai, 2021.
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