Clarkmcdowall Inc diseinatzailearen Theo Rebrand Txokolatearen ontziratzea

Clarkmcdowall Inc diseinatzailearen Theo Rebrand Txokolatearen ontziratzea lana 2021 Zilarrezko Saria A' Design Award sari ospetsuaren irabazle bikaina da Ontziketa Diseinua Lehiaketa Kategorian.

ZilarOntziketa· 2021

Theo Rebrand Txokolatearen ontziratzea

diseinatzailea: Clarkmcdowall Inc

Bezeroa: Clarkmcdowall

Zilarrezko Saria A' Design Award Irabazlea Ontziketa Kategorian

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Egiaztatutako Sari Irabazlea

#112066 Sariaren Egoera Egiaztatu

Webgunea Bisitatu A' Design Award-en Ikusi Prentsa-oharra Sari-bereizgarria

Koloreak

Diseinua

Theo Rebrand Txokolatearen ontziratzea Diseinuari Buruz

Theo Rebrand ale-barratik-txokolaterako bidegabeko merkataritzaz haratgo bidezko merkataritzako txokolate-marka batentzako ontziratze- eta identitate bisualeko programa da. Diseinuak pintzelkada ausart bat erabiltzen du dastatze-aurkikuntzarako leiho gisa eta kalitate handiko txokolatearen atzean dagoen artisautzaren adierazpen gisa. Atzealde zuriak elikadura garbia eta osagaien araztasuna iradokitzen ditu, eta paketeek apalategian nabarmentzen laguntzen die. Barrek 3 x 6 hazbete inguru dituzte eta paperezko bilgarria erabiltzen dute barruko metal-geruza batekin. Ontzitxoek 2 x 4 hazbete inguru dituzte eta flow wrap moduko bilgarri bat erabiltzen dute substratu mate batean. Helburua da estandar altuagoak gustu onarekin lotzea.

Aintzatespena

Zilarrezko Saria A' Design Award Sariari Buruz

Theo Rebrand Txokolatearen ontziratzea Zilarrezko Saria A' Design Award irabazlea da, goi-mailako, zoragarriak eta liluragarriak diren diseinuei ematen zaien ezohiko aitorpen prestijiotsua. Zilar-mailako irabazleak lan oso distiratsuak eta sormen biziko lanak dira, beren diseinatzaileen aditutasun, talentu eta zorroztasun nabarmenak erakusten dituztenak. Theo Rebrand Txokolatearen ontziratzea erakusleiho-lan zoragarria, nabarmenki profesionala eta sakonki berritzailea izatea espero da. Zilarrezko Saria A' Design Award irabazi duen diseinu hau asmakizun oso nabarmena eta miretsia da, onura ekartzen duena eta artearen, zientziaren, diseinuaren eta teknologiaren mugak zabaltzen dituena. Theo Rebrand Txokolatearen ontziratzea jende askok inbidia duen sorkuntza da, desirak pizten dituena, sentimendu positiboak ekartzen dituena eta harridura eta txunditzea pizten dituena.

Diseinuaren Atzean

Prentsa-kita

Diseinatzaileak emandako kredituak, taldekideak eta xehetasun teknikoak.

Propietate Bereziak: 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
Neurriak eta Ontziratzea: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etiketak: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Produkzio Teknologia: 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.
Diseinu Erronka: 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.
Ikerketa: 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.
Inspirazioa: 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.
Proiektuaren Iraupena: 6 months from kickoff to delivery of final packaging.
Eragiketa Fluxua: 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.
Patenteak: N/A
Taldekideak: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Irudi Kredituak: David Estep