Opus Plant Selected Munus Primarium: Involucrum Potionis ex Plantis Confectae a designatore Blackandgold Shanghai est victor maxime honoratus praemii praestigiosissimi 2022 Praemium A' Design Award Aeneum in Categoria Certaminis Designatio Involucri.
AesInvolucrum· 2022
Plant Selected Munus Primarium: Involucrum Potionis ex Plantis Confectae
Cliens: Yili Group
Victor praemii Praemium A' Design Award Aeneum in Categoria Involucrum
Victor Praemii Verificatus
Verifica Statum Praemii pro #126422Designum
De Plant Selected Munus Primarium: Involucrum Potionis ex Plantis Confectae
Textus Libri: Plant Selected est involucrum potionis ex plantis confectae. Lagoena ex PET facta est et pellicula opaca tecta, et 60 mm lata, 60 mm alta in fronte et 177 mm alta metitur. Forma minimalisticum stilum sequitur, ab arte Scandinavica inspiratum, cum ampla area spatii albi. Commodum praecipuum, sex grammata protein in centum millilitris, clare declaratur. Multae potiones ex plantis confectae graphicis occupatis utuntur, quae ingredientia et imagines producti ostendunt. Dispositio tranquilla ipsius Plant Selected eminere in pluteo destinatur, ut potio tamquam nutrimentum veganum praesentetur.
Agnitio
De Praemium A' Design Award Aeneum
Plant Selected Munus Primarium: Involucrum Potionis ex Plantis Confectae victor est Praemii A' Design Award Aeneum, honoris multum aestimati formis egregiis, creandi ingenio, sollertia et acumine insignibus dati. Victores Aenei opera perita et mire creandi sunt, quae experientiam, imaginationem et solertiam auctorum suorum confirmant. Exspectatur Plant Selected Munus Primarium: Involucrum Potionis ex Plantis Confectae rem multum aestimatam, admiratam et carissimam, notabiliter professionalem et novam fore. Haec forma Aeneo victa optimas consuetudines artis, scientiae, formandi rationis et technologiae amplectitur et in cura minutiarum excellit. Plant Selected Munus Primarium: Involucrum Potionis ex Plantis Confectae necessitates egregie explet, cupiditates tangit, sensus capit et curiositatem allicit.
Post Designum
Fasciculus Nuntii
Merita, sodales gregis et singula technica a designatore praebita.
- Proprietates Singulares
- 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.
- Dimensiones et Involucrum
- Width 60 mm x Depth 60 mm x Height 177 mm
- Notulae
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Technologia Productionis
- PET bottle covered with Matte film
- Provocatio Designandi
- 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.
- Investigatio
- 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.
- Inspiratio
- 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.
- Duratio Operis
- In 2019, the project started in September and finished in January, 2020
- Cursus Operationis
- 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.
- Membra Turmae
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Agnitiones Imaginum
- All photos and video credits to blackandgold Shanghai, 2021.
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