Blackandgold Shanghai ᱨᱮᱱᱟᱜ Plant Selected ᱡᱚᱲᱟᱣ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱯᱨᱚᱛᱤᱡᱚᱜᱤᱛᱟ ᱵᱷᱟᱜ ᱨᱮ 2022 A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱨᱮᱱᱟᱜ ᱟᱹᱰᱤ ᱢᱟᱱ ᱟᱠᱟᱱ ᱡᱤᱛᱠᱟᱨ ᱠᱟᱱᱟ᱾
ᱠᱟᱥᱟᱯᱮᱠᱮᱡᱤᱝ· 2022
Plant Selected ᱡᱚᱲᱟᱣ ᱯᱮᱠᱮᱡᱤᱝ
Blackandgold Shanghai ᱞᱮᱠᱟᱛᱮ
ᱜᱟᱦᱟᱠ: Yili Group
ᱯᱮᱠᱮᱡᱤᱝ ᱵᱷᱟᱜ ᱨᱮ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱡᱤᱛᱠᱟᱨ
ᱡᱟᱸᱪ ᱟᱠᱟᱱ ᱮᱣᱟᱨᱰ ᱡᱤᱛᱠᱟᱨ
#134253 ᱞᱟᱜᱤᱫ ᱮᱣᱟᱨᱰ ᱦᱟᱞᱚᱛ ᱡᱟᱸᱪᱰᱤᱡᱟᱭᱤᱱ
Plant Selected ᱡᱚᱲᱟᱣ ᱯᱮᱠᱮᱡᱤᱝ ᱵᱟᱵᱚᱛ ᱛᱮ
Plant Selected ᱡᱟᱦᱟᱸ ᱯᱩᱛᱩᱲ-ᱚᱱ ᱥᱟᱱᱟᱢ ᱡᱟᱦᱟᱱ ᱡᱩᱲᱤ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱜᱤᱛ ᱢᱤᱫ ᱯᱮᱠᱮᱡᱤᱝ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱟᱱᱟᱭ। ᱰᱤᱵᱟ ᱠᱚ PET ᱵᱚᱛᱚᱞ ᱠᱟᱱᱟ ᱡᱟᱦᱟᱱ ᱢᱮᱴ ᱯᱷᱤᱞᱢ ᱠᱷᱚᱸ ᱚᱰᱚᱜᱚᱜ ᱠᱟᱱᱟ, ᱵᱟᱹᱨ 60 ᱢᱤᱞᱤᱢᱤᱴᱚᱨ ᱛᱮᱸᱜᱚ, 60 ᱢᱤᱞᱤᱢᱤᱴᱚᱨ ᱜᱟᱲ ᱟᱨ 177 ᱢᱤᱞᱤᱢᱤᱴᱚᱨ ᱡᱟᱡᱚᱢ। ᱟᱨᱟᱜ ᱨᱚᱝ ᱥᱚᱭᱟ ᱡᱩᱲᱤ ᱞᱟᱹᱜᱤᱛ ᱟᱨ ᱱᱤᱞᱟ ᱨᱚᱝ ᱚᱴ ᱡᱩᱲᱤ ᱞᱟᱹᱜᱤᱛ ᱵᱮᱵᱷᱟᱨ ᱦᱩᱭᱩᱜ ᱟᱠᱟᱱᱟ। ᱯᱳᱰᱚᱠᱴ ᱧᱩᱛᱩᱢ ᱢᱟᱨᱟᱝ ᱜᱨᱟᱯᱷᱤᱴᱤ-ᱥᱴᱟᱭᱤᱞ ᱤᱝᱨᱮᱡᱤ ᱚᱠᱛᱚ ᱨᱮ ᱯᱟᱱᱛᱮ ᱪᱷᱟᱯ ᱟᱠᱟᱱᱟ, ᱟᱨ ᱠᱟᱸᱪᱚᱱ ᱨᱚᱝ ᱥᱚᱭᱟ ᱥᱤᱢᱚᱨ ᱟᱨ ᱚᱴ ᱡᱤᱱᱤᱥ ᱠᱚ ᱚᱠᱛᱚ ᱠᱚ ᱨᱮ ᱡᱩᱲᱟᱣ ᱟᱠᱟᱱᱟ। ᱡᱚᱛᱚ ᱨᱚᱝ ᱛᱮᱭᱟᱨ ᱠᱟᱱ ᱯᱩᱭᱷᱩᱛᱤ ᱢᱤᱫ ᱠᱚᱠᱚᱲᱮ ᱨᱚᱝ ᱵᱞᱚᱠ ᱨᱮᱭᱟᱜ ᱨᱩᱯ ᱵᱚᱦᱚᱠ ᱨᱮ ᱦᱩᱭᱩᱜ ᱟᱠᱟᱱᱟ। ᱯᱳᱰᱚᱠᱴ ᱨᱮᱭᱟᱜ ᱞᱟᱹᱦᱟ ᱠᱚ ᱞᱟᱛᱟᱨ ᱨᱮ ᱚᱰᱚᱠ ᱟᱠᱟᱱᱟ ᱡᱟᱦᱟᱸ ᱠᱷᱚᱨᱤᱫᱤᱭᱟᱹ ᱠᱚ ᱵᱟᱰᱟᱭ ᱡᱚᱜᱟᱣ ᱞᱟᱹᱜᱤᱛ ᱦᱩᱭᱩᱜ ᱟᱠᱟᱱᱟ।
ᱢᱟᱱᱟᱱ
A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱵᱟᱵᱚᱛ ᱛᱮ
Plant Selected ᱡᱚᱲᱟᱣ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ A' Design Award ᱠᱟᱥᱟ ᱯᱩᱨᱚᱥᱠᱟᱨ ᱧᱟᱢ ᱟᱠᱟᱱᱟ, ᱱᱚᱶᱟ ᱫᱚ ᱱᱟᱣᱟ ᱵᱷᱟᱵᱱᱟ ᱛᱮ ᱵᱷᱟᱞᱟᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱞᱟᱹᱜᱤᱫ ᱮᱢ ᱟᱠᱟᱱ ᱥᱚᱢᱟᱱ ᱠᱟᱱᱟ᱾ ᱱᱚᱶᱟ ᱠᱚ ᱫᱚ ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱠᱚ ᱨᱮᱭᱟᱜ ᱵᱷᱟᱵᱱᱟ ᱟᱨ ᱵᱷᱟᱞᱟᱭ ᱠᱟᱢᱤ ᱡᱷᱟᱞᱠᱟᱣ ᱠᱚ᱾ Plant Selected ᱡᱚᱲᱟᱣ ᱯᱮᱠᱮᱡᱤᱝ ᱫᱚ ᱠᱚᱞᱟ, ᱣᱤᱜᱭᱟᱱ, ᱰᱤᱡᱟᱭᱤᱱ ᱟᱨ ᱴᱮᱠᱱᱚᱞᱚᱡᱤ ᱨᱮᱭᱟᱜ ᱥᱤᱢᱟ ᱵᱟᱲᱦᱟᱣ ᱟᱨ ᱫᱩᱱᱤᱭᱟ ᱵᱷᱟᱞᱟᱭ ᱞᱟᱹᱜᱤᱫ ᱜᱚᱲᱚ ᱮᱢ ᱠᱟᱱᱟ᱾
ᱰᱤᱡᱟᱭᱤᱱ ᱯᱤᱪᱷᱟ ᱨᱮ
ᱯᱨᱮᱥ ᱠᱤᱴ
ᱰᱤᱡᱟᱭᱤᱱᱟᱨ ᱧᱮᱞ ᱠᱷᱚᱱ ᱠᱨᱮᱰᱤᱴ, ᱴᱤᱢ ᱥᱫᱚᱥᱭ ᱟᱨ ᱴᱮᱠᱱᱤᱠᱮᱞ ᱵᱤᱵᱚᱨᱚᱬ ᱮᱢ ᱟᱠᱟᱱᱟ᱾
- ᱟᱞᱜᱟ ᱜᱩᱱ ᱠᱚ
- Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
- ᱢᱟᱯ ᱟᱨ ᱯᱮᱠᱮᱡᱤᱝ
- Width 60 mm x Depth 60 mm x Height 177 mm
- ᱴᱮᱜ ᱠᱚ
- Packaging, plant-based Beverage, plant milk, China
- ᱛᱮᱭᱟᱨ ᱛᱮᱠᱱᱚᱞᱚᱡᱤ
- PET bottle covered with Matte film
- ᱰᱤᱡᱟᱭᱱ ᱪᱮᱞᱮᱧ
- We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
- ᱜᱚᱵᱮᱥᱚᱱᱟ
- To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
- ᱯᱨᱮᱨᱚᱱᱟ
- The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
- ᱯᱨᱚᱡᱮᱠᱴ ᱥᱚᱢᱚᱭ
- The project started in September, 2020 and the product is launched in March, 2021
- ᱠᱟᱹᱢᱤ ᱦᱚᱨ
- Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
- ᱯᱮᱴᱮᱱᱴ ᱠᱚ
- All photos and video credits to blackandgold Shanghai, 2022.
- ᱴᱤᱢ ᱥᱮᱫᱟᱭ ᱠᱚ
- Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
ᱥᱯᱚᱱᱥᱚᱨᱰ
Designers.org ᱠᱷᱚᱱ ᱯᱟᱨᱚᱢ ᱛᱟᱞᱟᱥ
ᱟᱞᱮᱭᱟᱜ ᱵᱤᱜᱽᱭᱟᱯᱚᱱ ᱥᱟᱹᱜᱟᱹᱭ ᱠᱚ ᱠᱷᱚᱱ ᱯᱨᱚᱰᱟᱠᱴ, ᱥᱮᱵᱟ ᱟᱨ ᱢᱚᱠᱟ ᱩᱫᱩᱜ ᱢᱮ᱾
ᱟᱨᱦᱚᱸ ᱠᱷᱚᱡ ᱢᱮ
ᱥᱟᱹᱜᱟᱹᱭ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ
ᱢᱤᱫ ᱞᱮᱠᱟ ᱠᱮᱴᱮᱜᱚᱨᱤ ᱠᱷᱚᱱ ᱟᱨᱦᱚᱸ ᱯᱩᱨᱥᱠᱟᱨ ᱧᱟᱢᱟᱠᱟᱱ ᱰᱤᱡᱟᱭᱤᱱ ᱠᱚ ᱧᱮᱞ ᱢᱮ, ᱡᱚᱜᱭᱟᱛᱟ ᱧᱮᱞ ᱛᱮ ᱵᱟᱪᱷᱟᱣ ᱟᱠᱟᱱᱟ᱾
