Theo Rebrand Obal na čokoládu od Clarkmcdowall Inc

Dizajn Theo Rebrand Obal na čokoládu od dizajnéra Clarkmcdowall Inc je vysoko uznávaným víťazom veľmi prestížneho ocenenia 2021 Strieborná cena A' Design Award v súťažnej kategórii Dizajn obalov.

StriebornáObaly· 2021

Theo Rebrand Obal na čokoládu

od Clarkmcdowall Inc

Klient: Clarkmcdowall

Víťaz ocenenia Strieborná cena A' Design Award v kategórii Obaly

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Dizajn

O dizajne Theo Rebrand Obal na čokoládu

Theo Rebrand je program obalov a vizuálnej identity pre značku fair-trade čokolády vyrábanej postupom bean-to-bar (od boba po tabuľku). Dizajn využíva výrazný ťah štetcom ako okno k objavovaniu chutí a ako vyjadrenie remeselného majstrovstva, ktoré stojí za prémiovou čokoládou. Biele pozadie evokuje zdravé stravovanie a čistotu surovín a pomáha obalom vyniknúť v regáli. Tabuľky majú rozmery približne 3 × 6 palcov a používajú papierový obal s vnútornou fóliovou vrstvou. Kalíšky majú rozmery približne 2 × 4 palce a využívajú flow-pack obal na matnom podklade. Cieľom je prepojiť vyššie štandardy s dobrou chuťou.

Ocenenie

O ocenení Strieborná cena A' Design Award

Theo Rebrand Obal na čokoládu je laureát Striebornej ceny A' Design Award, mimoriadne prestížneho uznania udeľovaného nádherným, pôsobivým dizajnom najvyššej kvality. Laureáti Striebornej ceny sú nesmierne brilantné a mimoriadne kreatívne diela, ktoré ilustrujú výnimočnú odbornosť, talent a bystrosť svojich dizajnérov. Od Theo Rebrand Obal na čokoládu sa očakáva, že bude úžasným, vzorovým dielom, pozoruhodne profesionálnym a hlboko inovatívnym. Tento dizajn ocenený Striebornou cenou A' Design Award je veľmi pozoruhodný, obdivovaný vynález, ktorý prináša úžitok a posúva hranice umenia, vedy, dizajnu a technológie. Theo Rebrand Obal na čokoládu je výtvor, ktorému mnohí závidia, ktorý vzbudzuje túžby, prináša pozitívne pocity a vyvoláva úžas a údiv.

Za dizajnom

Tlačový kit

Kredity, členovia tímu a technické údaje poskytnuté dizajnérom.

Jedinečné vlastnosti: 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
Rozmery a balenie: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Štítky: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Výrobná technológia: 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.
Dizajnérska výzva: 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.
Výskum: 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.
Inšpirácia: 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.
Trvanie projektu: 6 months from kickoff to delivery of final packaging.
Pracovný postup: 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.
Patenty: N/A
Členovia tímu: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Zdroje obrázkov: David Estep