디자이너 Clarkmcdowall Inc의 작품 Theo Rebrand 초콜릿 패키징은(는) 매우 권위 있는 2021 A' Design Award 은상의 패키징 디자인 부문에서 탁월한 수상작입니다.

은패키징· 2021

Theo Rebrand 초콜릿 패키징

디자이너: Clarkmcdowall Inc

클라이언트: Clarkmcdowall

패키징 부문 A' Design Award 은상 수상작

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사이트 방문 A' Design Award에서 보기 보도 자료 수상 배지

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디자인

Theo Rebrand 초콜릿 패키징 소개

Theo Rebrand는 공정무역 빈투바(bean-to-bar) 초콜릿 브랜드를 위한 패키징 및 비주얼 아이덴티티 프로그램이다. 이 디자인은 과감한 붓 터치를 맛의 발견으로 이어지는 창(window)이자 프리미엄 초콜릿에 담긴 장인정신의 표현으로 활용한다. 흰색 배경은 깨끗한 먹거리와 원재료의 순수함을 연상시키며, 매대에서 제품이 돋보이도록 돕는다. 바 제품은 약 3×6인치 크기로, 내부에 호일 층을 덧댄 종이 오버랩을 사용한다. 컵 제품은 약 2×4인치 크기로, 무광 소재에 플로우 랩 방식을 적용했다. 이 프로젝트의 목표는 높은 기준과 좋은 맛을 하나로 연결하는 데 있다.

수상 인정

A' Design Award 은상 소개

Theo Rebrand 초콜릿 패키징, 이 작품은 A' Design Award 은상 수상작으로, 최상급이며 아름답고 인상적인 디자인에 수여되는 비범하게 권위 있는 인정입니다. 은상 수상작은 대단히 뛰어나고 매우 창의적인 작품으로, 디자이너의 탁월한 전문 지식, 재능, 통찰력을 보여 줍니다. Theo Rebrand 초콜릿 패키징, 이 작품은 훌륭한 대표작으로서 매우 전문적이고 깊이 있게 혁신적일 것으로 기대됩니다. 이 은상 수상 디자인은 예술, 과학, 디자인, 기술의 경계를 넓히는 데 이바지하는 주목할 만하고 찬사를 받는 발명품입니다. Theo Rebrand 초콜릿 패키징, 이 작품은 모두가 부러워하는 창작물로서 욕망을 일깨우고 긍정적인 감정을 불러오며 경탄과 경이로움을 불러일으킵니다.

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디자이너가 제공한 크레딧, 팀원 및 기술 세부 사항.

고유 특성: 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
치수 및 패키징: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
태그: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
생산 기술: 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.
디자인 과제: 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.
연구: 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.
영감: 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.
프로젝트 기간: 6 months from kickoff to delivery of final packaging.
운영 흐름: 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.
특허: N/A
팀원: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
이미지 출처: David Estep