Hönnunarverkið Plant Selected Meginhlutverk: Umbúðir fyrir jurtadrykk eftir Blackandgold Shanghai er hávirt verðlaunaverk sem hlaut hin virtu 2022 A' Design Award í bronsi verðlaun í keppnisflokknum Umbúðahönnun.
BronsUmbúðir· 2022
Plant Selected Meginhlutverk: Umbúðir fyrir jurtadrykk
eftir Blackandgold Shanghai
Viðskiptavinur: Yili Group
Handhafi A' Design Award í bronsi í flokknum Umbúðir
Staðfestur verðlaunahafi
Staðfesta verðlaunastöðu fyrir #126422Hönnunin
Um Plant Selected Meginhlutverk: Umbúðir fyrir jurtadrykk
Bókartexti: Plant Selected eru umbúðir fyrir jurtadrykk. Flaskan er úr PET-plasti og klædd mattri filmu, og mælist 60 mm á breidd, 60 mm á dýpt og 177 mm á hæð. Hönnunin fylgir naumhyggjulegum stíl innblásnum af skandinavískri hönnun, með stóru hvítu rými. Helsti kosturinn, 6 grömm af próteini í hverjum 100 millilítrum, kemur skýrt fram. Margir jurtadrykkir nota fjölbreytt myndmál sem sýnir innihaldsefni og vörumyndir. Rólegt útlit Plant Selected er ætlað að skera sig úr í hillunni og kynna drykkinn sem vegan næringu.
Viðurkenningin
Um A' Design Award í bronsi
Plant Selected Meginhlutverk: Umbúðir fyrir jurtadrykk vann A' Design Award í bronsi, mjög virta viðurkenningu sem veitt er framúrskarandi hönnunarverkum sem einkennast af sköpunargáfu, hugvitssemi og skarpskyggni. Sigurvegarar í bronsi eru ríkulega leiknir og áberandi skapandi gripir sem staðfesta víðtæka reynslu, ímyndunarafl og útsjónarsemi hönnuða sinna. Þess er vænst að Plant Selected Meginhlutverk: Umbúðir fyrir jurtadrykk sé mjög metinn, dáður og elskaður hlutur sem er einstaklega fagmannlegur og nýstárlegur. Þetta hönnunarverk sem vann A' Design Award í bronsi felur í sér bestu starfsvenjur í list, vísindum, hönnun og tækni og er framúrskarandi fyrir athygli sína á smáatriðum. Plant Selected Meginhlutverk: Umbúðir fyrir jurtadrykk fullnægir þörfum á dásamlegan hátt, snertir langanir, heillar tilfinningar og vekur forvitni.
Á bak við hönnunina
Fjölmiðlapakki
Heimildir, hópmeðlimir og tæknilegar upplýsingar frá hönnuðinum.
- Einstakar eiginleikar
- 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.
- Stærðir og umbúðir
- Width 60 mm x Depth 60 mm x Height 177 mm
- Merki
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Framleiðslutækni
- PET bottle covered with Matte film
- Hönnunaráskorun
- 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.
- Rannsóknir
- 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.
- Innblástur
- 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.
- Lengd verkefnis
- In 2019, the project started in September and finished in January, 2020
- Verkflæði
- 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.
- Liðsmenn
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Myndheimildir
- All photos and video credits to blackandgold Shanghai, 2021.
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