Theo Rebrand የቸኮሌት ማሸጊያ በ Clarkmcdowall Inc የተሠራ ሲሆን በ የማሸጊያ ዲዛይን የውድድር ምድብ ውስጥ እጅግ ከፍ ያለ ክብር ያለው የ 2021 A' Design Award የብር ሽልማት አሸናፊ ነው።
ብርማሸጊያ· 2021
Theo Rebrand የቸኮሌት ማሸጊያ
ደንበኛ: Clarkmcdowall
በ ማሸጊያ ምድብ ውስጥ የ A' Design Award የብር ሽልማት አሸናፊ
የተረጋገጠ የሽልማት አሸናፊ
ለ #112066 የሽልማት ሁኔታ ያረጋግጡንድፉ
ስለ Theo Rebrand የቸኮሌት ማሸጊያ
ቴዎ ሪብራንድ (Theo Rebrand) በፍትሃዊ ንግድ ላይ ለተመሰረተ፣ ከባቄላ እስከ ባር ለሚዘጋጅ የቸኮሌት ብራንድ የተዘጋጀ የማሸጊያና የእይታ ማንነት ፕሮግራም ነው። ዲዛይኑ ደፋር የቀለም ብሩሽ ምት እንደ ጣዕም ግኝት መስኮት እና ከፕሪሚየም ቸኮሌት ጀርባ ያለውን ጥበብ ለመግለጽ ይጠቀማል። ነጭ ዳራ ንፁህ አመጋገብንና የግብዓቶችን ንፅህና የሚያመለክት ሲሆን፣ ማሸጊያዎቹ በመደርደሪያ ላይ ጎልተው እንዲታዩ ይረዳል። ባሮቹ በግምት 3 በ6 ኢንች ስፋት ያላቸው ሲሆን ውስጣዊ የፎይል ንብርብር ያለው የወረቀት መጠቅለያ ይጠቀማሉ። ኩባያዎቹ በግምት 2 በ4 ኢንች ስፋት ያላቸው ሲሆን በማት ንጣፍ ላይ የፍሎው መጠቅለያ ይጠቀማሉ። ዓላማው ከፍተኛ ደረጃዎችን ከመልካም ጣዕም ጋር ማገናኘት ነው።
እውቅናው
ስለ A' Design Award የብር ሽልማት
Theo Rebrand የቸኮሌት ማሸጊያ የA' Design Award የብር ሽልማት አሸናፊ ነው፤ ይህም ለምርጥ ደረጃ፣ ውብ እና አስደናቂ ዲዛይኖች የሚሰጥ ያልተለመደ ከፍተኛ ክብር ያለው እውቅና ነው። የብር አሸናፊዎች የዲዛይነሮቻቸውን የላቀ ልምድ፣ ተሰጥኦ እና ጥልቅ ማስተዋል የሚያሳዩ እጅግ ብሩህ እና እጅግ ፈጠራ የተሞላባቸው ሥራዎች ናቸው። Theo Rebrand የቸኮሌት ማሸጊያ እጅግ ሙያዊና ጥልቅ ፈጠራ የተሞላበት አስደናቂ ማሳያ ሥራ እንደሚሆን ይጠበቃል። ይህ የA' Design Award የብር ሽልማትን ያሸነፈ ዲዛይን የኪነ ጥበብ፣ የሳይንስ፣ የዲዛይን እና የቴክኖሎጂ ድንበሮችን የሚጠቅምና የሚያስፋፋ ትኩረት የሚስብ፣ የሚደነቅ ፈጠራ ነው። Theo Rebrand የቸኮሌት ማሸጊያ ፍላጎትን የሚቀሰቅስ፣ በጎ ስሜት የሚያመጣ እና መደነቅንና መገረምን የሚያቀጣጥል በብዙዎች የሚቀኑበት ፈጠራ ነው።
ከንድፉ በስተጀርባ
የፕሬስ ኪት
ክሬዲቶች፣ የቡድን አባላት እና ቴክኒካል ዝርዝሮች በዲዛይነሩ የተሰጡ።
- ልዩ ባህሪያት
- 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
- ልኬቶች እና ማሸጊያ
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- መለያዎች
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- የማምረቻ ቴክኖሎጂ
- 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.
- የዲዛይን ተግዳሮት
- 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.
- ምርምር
- 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.
- መነሳሻ
- 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.
- የፕሮጀክት ጊዜ
- 6 months from kickoff to delivery of final packaging.
- የሥራ ሂደት
- 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. - የፈጠራ ባለቤትነት
- N/A
- የቡድን አባላት
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - የምስል ምስጋና
- David Estep
ስፖንሰር የተደረገ
ከ Designers.org ባሻገር ያስሱ
ከማስታወቂያ አጋሮቻችን ምርቶችን፣ አገልግሎቶችን እና እድሎችን ያግኙ።
ተጨማሪ ለማሰስ
ተዛማጅ ንድፎች
ከተመሳሳይ ምድብ ውስጥ በጥራት የተመረጡ ተጨማሪ ሽልማት-አሸናፊ ንድፎችን ያስሱ።
