Theo Rebrand Funció principal: Embalatge de xocolata de Clarkmcdowall Inc

El disseny Theo Rebrand Funció principal: Embalatge de xocolata de Clarkmcdowall Inc és un guanyador molt estimat del prestigiós 2021 A' Design Award d'Argent en la Categoria de Competició de Disseny d'Embalatge.

ArgentEmbalatge· 2021

Theo Rebrand Funció principal: Embalatge de xocolata

de Clarkmcdowall Inc

Client: Clarkmcdowall

Guanyador del A' Design Award d'Argent en la Categoria de Embalatge

23,483

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Colors

El Disseny

Sobre Theo Rebrand Funció principal: Embalatge de xocolata

Theo Rebrand és un programa d'embalatge i identitat visual per a una marca de xocolata de comerç just, elaborada des de la fava fins a la rajola. El disseny utilitza una pinzellada atrevida com a finestra cap al descobriment del gust i com a expressió de l'artesania que hi ha darrere de la xocolata premium. Un fons blanc suggereix una alimentació neta i la puresa dels ingredients, i ajuda que els envasos destaquin al prestatge. Les rajoles fan aproximadament 3 per 6 polzades i utilitzen un embolcall de paper amb una capa interior de làmina metàl·lica. Els gots fan aproximadament 2 per 4 polzades i utilitzen un embolcall tipus flow pack sobre un substrat mat. L'objectiu és vincular estàndards més alts amb el bon gust.

El Reconeixement

Sobre el A' Design Award d'Argent

Theo Rebrand Funció principal: Embalatge de xocolata és un guanyador del guardó A' Design Award d'Argent, un reconeixement extraordinàriament prestigiós concedit a dissenys d'alta gamma, esplèndids i impressionants. Els guanyadors d'Argent són obres tremendament brillants i summament creatives que il·lustren la perícia, el talent i la perspicàcia excepcionals dels seus dissenyadors. Es preveu que Theo Rebrand Funció principal: Embalatge de xocolata sigui una obra meravellosa i de gran lluïment, remarcablement professional i profundament innovadora. Aquest disseny guanyador del guardó A' Design Award d'Argent és un invent molt notable i admirat que beneficia i fa avançar els límits de l'art, la ciència, el disseny i la tecnologia. Theo Rebrand Funció principal: Embalatge de xocolata és una creació molt envejada que evoca desitjos, introdueix sentiments positius i desperta sorpresa i admiració.

Darrere del Disseny

Dossier de Premsa

Crèdits, membres de l'equip i detalls tècnics proporcionats pel dissenyador.

Propietats Úniques: 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
Dimensions i Embalatge: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etiquetes: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tecnologia de Producció: 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.
Repte de Disseny: 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.
Recerca: 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.
Inspiració: 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.
Durada del Projecte: 6 months from kickoff to delivery of final packaging.
Flux d'Operació: 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.
Patents: N/A
Membres de l'Equip: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Crèdits de les Imatges: David Estep