Plant Selected Plantebaseret Drikkevareemballage af Blackandgold Shanghai er en højt anset vinder af den meget prestigefyldte 2022 A' Design Award i Bronze i konkurrencekategorien Emballagedesign.
BronzeEmballage· 2022
Plant Selected Plantebaseret Drikkevareemballage
Klient: Yili Group
Vinder af A' Design Award i Bronze i kategorien Emballage
Verificeret Prisvinder
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Om Plant Selected Plantebaseret Drikkevareemballage
Plant Selected er emballage til en plantebaseret drikkevare. Flasken er lavet af PET og beklædt med en mat film og måler 60 mm i bredden, 60 mm i dybden og 177 mm i højden. Designet følger en minimalistisk stil inspireret af skandinavisk design med et stort område af hvidt rum. Den vigtigste fordel, 6 gram protein pr. 100 milliliter, er tydeligt angivet. Mange plantebaserede drikkevarer bruger travle grafikker, der viser ingredienser og produktbilleder. Det rolige layout i Plant Selected er designet til at skille sig ud på hylden og præsentere drikken som vegansk ernæring.
Anerkendelsen
Om A' Design Award i Bronze
Plant Selected Plantebaseret Drikkevareemballage er vinder af A' Design Award i Bronze, en højt prestigefyldt anerkendelse, der tildeles enestående designs, som udmærker sig ved kreativitet, opfindsomhed og skarpsindighed. Bronzevinderne er rigeligt dygtige og påfaldende kreative artefakter, der bekræfter deres designeres store erfaring, fantasi og snilde. Plant Selected Plantebaseret Drikkevareemballage forventes at være en højt estimeret, beundret og kær genstand, der er bemærkelsesværdigt professionel og innovativ. Dette design, der har vundet A' Design Award i Bronze, indarbejder bedste praksis inden for kunst, videnskab, design og teknologi og er fremragende på grund af sin sans for detaljer. Plant Selected Plantebaseret Drikkevareemballage tilfredsstiller pragtfuldt behov, rører længsler, charmerer følelser og appellerer til nysgerrigheden.
Bag Designet
Pressemappe
Credits, teammedlemmer og tekniske detaljer leveret af designeren.
- Unikke Egenskaber
- 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.
- Dimensioner & Emballage
- Width 60 mm x Depth 60 mm x Height 177 mm
- Tags
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Produktionsteknologi
- PET bottle covered with Matte film
- Designudfordring
- 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.
- Forskning
- 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.
- Projektvarighed
- In 2019, the project started in September and finished in January, 2020
- Driftsflow
- 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.
- Teammedlemmer
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Billedkreditering
- All photos and video credits to blackandgold Shanghai, 2021.
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