Plant Selected Yvy Rupive Ojejapo Y Ryru Blackandgold Shanghai omba'apóva

Plant Selected Yvy Rupive Ojejapo Y Ryru Blackandgold Shanghai omba'apóva ha'e rembiporuarã oñemba'eguaséva 2022 A' Design Award Brónse pegua Mba'eñongatuha Jejapo Ñeha'ã Categoría-pe.

BrónseMba'eñongatuha· 2022

Plant Selected Yvy Rupive Ojejapo Y Ryru

Blackandgold Shanghai -gua

Mba'eporuhára: Yili Group

A' Design Award Brónse Rembiporuarã Mba'eñongatuha Categoría-pe

12,706

Premio Rembiporuarã Oñemoneĩva

Emoneĩ Premio Reko #126422 Peg̃ua

Ehecha A' Design Award-pe Marandu Myasãi Mba'ete Jeguerohory

Sa'y

Diseño

Plant Selected Yvy Rupive Ojejapo Y Ryru Rehegua

Plant Selected ha'e ryru peteĩ y yvy rupive ojejapóva. Pe ryru ojejapo PET-gui ha oñemongy'a peteĩ film matte-pe, ha oguereko 60 mm ipe, 60 mm ipykue ha 177 mm iyvate. Pe diseño oiko peteĩ estilo minimalista rupive, ojegueru Escandinavia arandu apoguivéagui, oguerekóva peteĩ tenda morotĩ tuichaite. Pe mba'e porãve, 6 gramo proteína 100 mililitro-pe, oñemombe'u porãve. Heta y yvy rupive ojejapóva oiporu ta'anga vaicha, ohechauka umi mba'e oikéva ha ta'anga producto rehegua. Pe Plant Selected apopy py'aguapy ojejapo ohechauka hag̃ua estante-pe, ha oheja hag̃ua pe y peteĩ tembi'u vegana ramo.

Jeguerohory

A' Design Award Brónse Rehegua

Plant Selected Yvy Rupive Ojejapo Y Ryru ohupyty A' Design Award Brónse, peteĩ ñehechakuaa heta prestigioso oñeme'ẽva diseño sobresaliente-pe ojekuaáva creatividad, ingenio ha astucia rupi. Umi ganador Brónse ha'e artefacto hábil ha creativo ohechaukáva experiencia, imaginación ha recurso umi diseñador-pe. Oñeha'ãrõ Plant Selected Yvy Rupive Ojejapo Y Ryru ha'eha peteĩ objeto ojehayhúva, admirado ha estimado, profesional ha innovador. Ko diseño ohupytýva A' Design Award Brónse ombojoaju mejor práctica arte, ciencia, diseño ha tecnología rehegua ha iporãiterei detalle rehe. Plant Selected Yvy Rupive Ojejapo Y Ryru ombohory necesidad, ohupyty ipotapy, ombovy'a sentimiento ha ohenói curiosidad.

Diseño Rapykuéri

Marandu Aty

Diseñador ome'ẽva'ekue crédito, aty pegua ha mba'e técnico.

Mba'e Iñambuéva: 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.
Tuichakue ha Ñemyenyhẽ: Width 60 mm x Depth 60 mm x Height 177 mm
Ñe'ẽ Rape: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Ñeapopy Tecnología: PET bottle covered with Matte film
Diseño Jepy'apy: 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.
Ñesẽheka: 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.
Inspiración: 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.
Proyecto Ára Tuichakue: In 2019, the project started in September and finished in January, 2020
Mba'apo Rape: 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.
Aty Rembiguái: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Ta'ãnga Mba'eñemoneĩ: All photos and video credits to blackandgold Shanghai, 2021.