Theo Rebrand Involucrum Chocolati ab Clarkmcdowall Inc

Opus Theo Rebrand Involucrum Chocolati a designatore Clarkmcdowall Inc est victor maxime honoratus praemii praestigiosissimi 2021 Praemium A' Design Award Argenteum in Categoria Certaminis Designatio Involucri.

ArgentumInvolucrum· 2021

Theo Rebrand Involucrum Chocolati

a Clarkmcdowall Inc

Cliens: Clarkmcdowall

Victor praemii Praemium A' Design Award Argenteum in Categoria Involucrum

23,483

Victor Praemii Verificatus

Verifica Statum Praemii pro #112066

Visita Situm Vide apud A' Design Award Communicatum Insigne Praemii

Colores

Designum

De Theo Rebrand Involucrum Chocolati

Theo Rebrand est programma involucrorum et identitatis visualis pro emporio chocolati aequo commercio confecti, a fabis usque ad tabulam. Consilium ictu pigmenti audaci utitur tamquam fenestra ad gustus inventionem et tamquam expressione artificii post chocolatum praestantissimum latentis. Fundus albus victum mundum et ingredientium puritatem significat, atque involucra in pluteo eminere adiuvat. Tabulae circiter tres per sex uncias metiuntur et involucro chartaceo cum strato interiore bracteae utuntur. Calices circiter duas per quattuor uncias metiuntur et involucro fluenti in substrato opaco utuntur. Propositum est normas altiores cum bono gustu coniungere.

Agnitio

De Praemium A' Design Award Argenteum

Theo Rebrand Involucrum Chocolati victor est Praemii A' Design Award Argenteum, honoris eximie amplissimi formis summi generis, pulchris et conspicuis dati. Victores Argenti opera valde splendida et creandi ingenio praedita sunt, quae praestantem peritiam, talentum et acumen auctorum suorum ostendunt. Exspectatur Theo Rebrand Involucrum Chocolati opus mirabile, exemplare, valde professionale et penitus novum fore. Haec forma Argento victa inventum notabile et admiratum est, quod ad fines artis, scientiae, formandi rationis et technologiae promovendos confert. Theo Rebrand Involucrum Chocolati creatio est, quam multi invident, quae cupiditates excitat, sensus bonos affert et admirationem miraculumque movet.

Post Designum

Fasciculus Nuntii

Merita, sodales gregis et singula technica a designatore praebita.

Proprietates Singulares: 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
Dimensiones et Involucrum: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Notulae: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Technologia Productionis: 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.
Provocatio Designandi: 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.
Investigatio: 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.
Inspiratio: 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.
Duratio Operis: 6 months from kickoff to delivery of final packaging.
Cursus Operationis: 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
Membra Turmae: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Agnitiones Imaginum: David Estep