Disainilahendus Theo Rebrand Šokolaadi pakend, autor Clarkmcdowall Inc

Disainilahendus Theo Rebrand Šokolaadi pakend, mille autor on Clarkmcdowall Inc, on kõrgelt hinnatud 2021 auhinna Hõbeauhind A' Design Award võitja konkursi kategoorias Pakendidisain.

HõbePakend· 2021

Theo Rebrand Šokolaadi pakend

disainer: Clarkmcdowall Inc

Klient: Clarkmcdowall

Auhind Hõbeauhind A' Design Award kategoorias Pakend

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Värvid

Disain

Teosest Theo Rebrand Šokolaadi pakend

Theo Rebrand on pakendi- ja visuaalse identiteedi programm õiglase kaubanduse põhimõttel tegutsevale, ubast batoonini valmistatava šokolaadi brändile. Kujundus kasutab julget värvitõmmet aknana maitseelamuste avastamiseks ning väljendusena kvaliteetšokolaadi taga peituvast käsitööst. Valge taust viitab puhtale toitumisele ja koostisosade puhtusele ning aitab pakenditel riiulil silma paista. Batoonid on mõõtmetega umbes 3 x 6 tolli ning kasutavad paberist ümbrist fooliumist sisekihiga. Karbikesed on mõõtmetega umbes 2 x 4 tolli ning kasutavad voolpakendit matil alusmaterjalil. Eesmärk on siduda kõrgemad standardid hea maitsega.

Tunnustus

Auhinnast Hõbeauhind A' Design Award

Theo Rebrand Šokolaadi pakend on Hõbeauhinna A' Design Award võitja, ülimalt prestiižikas tunnustus, mis antakse tipptasemel, suurepärastele ja muljetavaldavatele disainidele. Hõbevõitjad on ülimalt säravad ja erakordselt loovad tööd, mis illustreerivad oma disainerite silmapaistvat kogemust, annet ja teravmeelsust. Theo Rebrand Šokolaadi pakend peaks olema imeline, eeskujulik töö, mis on märkimisväärselt professionaalne ja sügavalt uuenduslik. See Hõbeauhinna A' Design Award võidudisain on väga tähelepanuväärne, imetletud leiutis, mis toob kasu ning nihutab kunsti, teaduse, disaini ja tehnoloogia piire. Theo Rebrand Šokolaadi pakend on laialdaselt kadestatud looming, mis äratab soove, tekitab positiivseid tundeid ning süütab hämmastust ja imestust.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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
Mõõtmed ja pakend: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Sildid: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tootmistehnoloogia: 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.
Disainiülesanne: 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.
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: 6 months from kickoff to delivery of final packaging.
Tööprotsess: 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.
Patendid: N/A
Meeskonnaliikmed: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Piltide autorid: David Estep