Theo Rebrand Kemasan Cokelat oleh Clarkmcdowall Inc

Karya Theo Rebrand Kemasan Cokelat oleh Clarkmcdowall Inc adalah pemenang yang sangat dihormati dari 2021 A' Design Award Perak yang sangat bergengsi dalam Kategori Kompetisi Desain Kemasan.

PerakKemasan· 2021

Theo Rebrand Kemasan Cokelat

oleh Clarkmcdowall Inc

Klien: Clarkmcdowall

Pemenang A' Design Award Perak dalam Kategori Kemasan

23,483

Pemenang Penghargaan Terverifikasi

Verifikasi Status Penghargaan untuk #112066

Kunjungi Situs Lihat di A' Design Award Siaran Pers Lencana Penghargaan

Warna

Desain

Tentang Theo Rebrand Kemasan Cokelat

Theo Rebrand adalah program kemasan dan identitas visual untuk merek cokelat bean-to-bar yang berprinsip perdagangan yang adil (fair trade). Desainnya memanfaatkan sapuan cat yang tegas sebagai jendela menuju penemuan cita rasa sekaligus sebagai ungkapan keterampilan di balik cokelat premium. Latar belakang putih memberi kesan pola makan yang bersih dan kemurnian bahan, serta membantu kemasan tampil menonjol di rak display. Batangan cokelat berukuran sekitar 3 x 6 inci dan menggunakan pembungkus kertas dengan lapisan dalam berbahan foil. Cup berukuran sekitar 2 x 4 inci dan menggunakan flow wrap pada substrat bertekstur matte. Tujuannya adalah menautkan standar yang lebih tinggi dengan cita rasa yang baik.

Pengakuan

Tentang A' Design Award Perak

Theo Rebrand Kemasan Cokelat adalah pemenang A' Design Award Perak, pengakuan yang sangat bergengsi yang diberikan kepada desain kelas atas yang indah dan mengesankan. Pemenang Perak adalah karya yang sangat cemerlang dan sangat kreatif yang menggambarkan keahlian, bakat, dan ketajaman luar biasa para desainernya. Theo Rebrand Kemasan Cokelat diharapkan menjadi karya yang menakjubkan, etalase keahlian, sangat profesional, dan sangat inovatif. Desain pemenang A' Design Award Perak ini adalah penemuan yang sangat menonjol dan dikagumi yang bermanfaat bagi dan memajukan batas-batas seni, sains, desain, dan teknologi. Theo Rebrand Kemasan Cokelat adalah kreasi yang sangat dicemburui yang membangkitkan keinginan, membawa perasaan positif, dan memercikkan keheranan dan kekaguman.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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
Dimensi & Kemasan: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tag: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teknologi Produksi: 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.
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: 6 months from kickoff to delivery of final packaging.
Alur Operasi: 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.
Paten: N/A
Anggota Tim: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Kredit Gambar: David Estep