Theo Rebrand Función Primaria: Envase de Chocolate de Clarkmcdowall Inc

O deseño Theo Rebrand Función Primaria: Envase de Chocolate de Clarkmcdowall Inc é un estimado gañador do moi prestixioso 2021 A' Design Award de Prata na Categoría de Competición Deseño de Envases.

PrataEnvases· 2021

Theo Rebrand Función Primaria: Envase de Chocolate

de Clarkmcdowall Inc

Cliente: Clarkmcdowall

Gañador do A' Design Award de Prata na Categoría Envases

23,483

Gañador de Premio Verificado

Verificar o Estado do Premio para #112066

Visitar sitio Ver en A' Design Award Nota de prensa Distintivo do premio

Cores

O Deseño

Sobre Theo Rebrand Función Primaria: Envase de Chocolate

Theo Rebrand é un programa de envasado e identidade visual para unha marca de chocolate de comercio xusto, elaborado desde o gran ata a tableta. O deseño emprega unha pincelada ousada como fiestra cara ao descubrimento do sabor e como expresión do artesanato detrás do chocolate premium. Un fondo branco suxire unha alimentación limpa e a pureza dos ingredientes, e axuda a que os envases destaquen no lineal. As tabletas miden aproximadamente 3 por 6 polgadas e empregan un envoltorio de papel cunha capa interior de papel de aluminio. As tazas miden aproximadamente 2 por 4 polgadas e empregan un envoltorio flow wrap sobre un substrato mate. O obxectivo é vincular uns estándares máis altos co bo gusto.

O Recoñecemento

Sobre o A' Design Award de Prata

Theo Rebrand Función Primaria: Envase de Chocolate gañou o A' Design Award de Prata, un recoñecemento enormemente prestixioso outorgado a deseños de gama alta, fermosos e impresionantes. Os gañadores Prata son obras tremendamente brillantes e sumamente creativas que ilustran a pericia, o talento e a agudeza sobresaíntes dos seus deseñadores. Espérase que Theo Rebrand Función Primaria: Envase de Chocolate sexa unha obra marabillosa, escaparate de oficio, notablemente profesional e profundamente innovadora. Este deseño gañador do A' Design Award de Prata é unha invención moi notable e admirada que beneficia e fai avanzar os límites da arte, a ciencia, o deseño e a tecnoloxía. Theo Rebrand Función Primaria: Envase de Chocolate é unha creación moi envexada que esperta desexos, achega sentimentos positivos e prende asombro e marabilla.

Detrás do deseño

Kit de prensa

Créditos, membros do equipo e detalles técnicos proporcionados polo deseñador.

Propiedades Únicas: 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
Dimensións e Embalaxe: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Etiquetas: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tecnoloxía de Produción: 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.
Reto de Deseño: 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.
Investigación: 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.
Inspiración: 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.
Duración do Proxecto: 6 months from kickoff to delivery of final packaging.
Fluxo de Operacións: 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.
Patentes: N/A
Membros do Equipo: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Créditos das Imaxes: David Estep