Clarkmcdowall Inc इत्यनेन कृतं Theo Rebrand प्राथमिककार्यम्: चॉकलेट-आवेष्टनम् इति संवेष्टन अभिकल्पना प्रतियोगितावर्गे 2021 A' Design Award रजतपुरस्कारः इत्यस्य अत्यन्तं प्रतिष्ठितः विजेता अस्ति।
रजतम्संवेष्टनम्· 2021
Theo Rebrand प्राथमिककार्यम्: चॉकलेट-आवेष्टनम्
कर्तृ Clarkmcdowall Inc
ग्राहकः: Clarkmcdowall
संवेष्टनम् वर्गे A' Design Award रजतपुरस्कारः विजेता
सत्यापितपुरस्कारविजेता
#112066 कृते पुरस्कारस्थितिं सत्यापयतुपरिकल्पना
Theo Rebrand प्राथमिककार्यम्: चॉकलेट-आवेष्टनम् विषये
पुस्तकपाठः: थियो-रिब्राण्ड् इति न्याय्यव्यापारयुक्तस्य, बीजतः पट्टिकापर्यन्तं निर्मीयमाणस्य चॉकलेट-नाम्नः आवेष्टनं दृश्यपरिचयकार्यक्रमश्च वर्तते। अस्मिन् आकल्पने साहसिकवर्णलेपनं स्वादान्वेषणस्य वातायनरूपेण, उत्कृष्टचॉकलेटस्य पृष्ठतः स्थितस्य शिल्पकौशलस्य अभिव्यक्तिरूपेण च प्रयुज्यते। श्वेतपृष्ठभूमिः शुद्धभोजनं घटकानां पवित्रतां च सूचयति, फलकेषु आवेष्टनानाम् उत्कर्षे च साहाय्यं करोति। पट्टिकाः प्रायः त्रिभिः षड्भिश्च अङ्गुलैः (इञ्च्) परिमिताः सन्ति, आन्तरिकवर्खस्तरेण सह कागदावरणं च प्रयुञ्जते। चषकाः प्रायः द्वाभ्यां चतुर्भिश्च अङ्गुलैः परिमिताः सन्ति, मन्दद्युतियुक्ते आधारे प्रवाहावरणं च प्रयुञ्जते। उच्चतरमानकानाम् उत्तमस्वादेन सह संयोजनम् एव अस्य उद्देश्यम्।
मान्यता
A' Design Award रजतपुरस्कारः विषये
Theo Rebrand प्राथमिककार्यम्: चॉकलेट-आवेष्टनम् A' Design Award रजतपुरस्कारस्य विजेता अस्ति; अयम् अत्यसाधारणतया प्रतिष्ठितः सम्मानः सर्वोच्चश्रेणीयेभ्यः सुन्दरेभ्यः प्रभावशालिभ्यश्चाभिकल्पेभ्यो दीयते। रजतविजेतारोऽतितेजस्विन्योऽत्यन्तं सृजनशीलाश्च कृतयः सन्ति, ताः स्वाभिकल्पकानाम् उत्कृष्टां विशेषज्ञतां प्रतिभां सूक्ष्मप्रज्ञां च प्रदर्शयन्ति। Theo Rebrand प्राथमिककार्यम्: चॉकलेट-आवेष्टनम् अद्भुतं प्रदर्शनीयं कार्यम् उल्लेखनीयतया व्यावसायिकं गम्भीरनवोन्मेषयुक्तं च भविष्यतीति प्रत्याशा क्रियते। A' Design Award रजतपुरस्कारं जितवद् एतद् अभिकल्पकार्यम् अतीवोल्लेखनीयः प्रशंसित आविष्कारोऽस्ति, यो लाभं ददाति कलाया विज्ञानस्याभिकल्पस्य प्रौद्योगिक्याश्च सीमा विस्तारयति च। Theo Rebrand प्राथमिककार्यम्: चॉकलेट-आवेष्टनम् बहुभिरीर्ष्यमाणा सृष्टिरस्ति, या कामना उद्बोधयति, सकारात्मकभावान् आनयति, विस्मयस्य आश्चर्यस्य च स्फुलिङ्गान् प्रज्वालयति।
परिकल्पनायाः पृष्ठतः
सम्वादसामग्री
परिकल्पकेन प्रदत्ताः श्रेयसि, दलसदस्याः तान्त्रिकविवरणानि च।
- अद्वितीयगुणाः
- 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
- आयामाः एवं सम्पुटीकरणम्
- Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
- सूचकशब्दाः
- branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
- उत्पादनप्रौद्योगिकी
- 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.
- परिकल्पना-आह्वानम्
- 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.
- अनुसन्धानम्
- 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.
- प्रेरणा
- 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.
- परियोजनाकालः
- 6 months from kickoff to delivery of final packaging.
- प्रचालनप्रवाहः
- 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. - एकस्वानि
- N/A
- दलसदस्याः
- Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price - चित्रश्रेयः
- David Estep
प्रायोजितम्
Designers.org इत्यस्मात् परम् अन्वेषयतु
अस्माकं विज्ञापनसहभागिनां उत्पादनानि, सेवाः, अवसराश्च अन्वेषयतु।
अधिकम् अन्वेषयतु
सम्बन्धिताः परिकल्पनाः
तस्मादेव वर्गात् योग्यतया चिताः अन्याः पुरस्कारविजेत्र्यः परिकल्पनाः अन्वेषयतु।
