Theo Rebrand Afifiga o le Sukalati e Clarkmcdowall Inc

O le mamanu Theo Rebrand Afifiga o le Sukalati e Clarkmcdowall Inc o se manumalo maualuga tele o le fa'ailoga mamalu 2021 A' Design Award Ario i le Vaega Tauva Mamanu Afifi.

ArioAfifi· 2021

Theo Rebrand Afifiga o le Sukalati

na mamanuina e Clarkmcdowall Inc

Tagata Fa'atau: Clarkmcdowall

Manumalo o le A' Design Award Ario i le Vaega Afifi

23,483

Manumalo Fa'ailoga Fa'amaonia

Fa'amaonia le Tulaga o le Fa'ailoga mo #112066

Asiasi i le Saite Va'ai i le A' Design Award Fa'asalalauga Pailesi o le Fa'ailoga

Lanu

Le Mamanu

E Uiga ia Theo Rebrand Afifiga o le Sukalati

O le Theo Rebrand o se polokalame o afifiga ma faʻasinomaga vaʻaia mo se ituaiga sukalati faʻatau tonu, e fai mai le fatu i le pa. O le mamanu e faʻaaogaina ai se vali malosi e fai ma faʻamalama i le suʻesuʻeina o le tofo ma o se faʻaaliga o le tomai o loʻo i tua atu o le sukalati maualuga. O se talaaga paʻepaʻe e faʻaalia ai le ʻai maʻa lelei ma le mamā o mea faʻaaogaina, ma e fesoasoani ai i afifiga ia tulaga ese i luga o le fata. O pa e tusa ma le 3 i le 6 inisi le lapoʻa ma faʻaaoga ai se afifi pepa ma se vaega i totonu o le foil. O ipu e tusa ma le 2 i le 4 inisi le lapoʻa ma faʻaaoga ai se afifi tafe i luga o se mea faʻavae matte. O le sini o le fesoʻotaʻia lea o tulaga maualuluga ma le tofo lelei.

Le Fa'ailogaina

E Uiga i le A' Design Award Ario

O le A' Design Award Ario na manumalo ai Theo Rebrand Afifiga o le Sukalati, o se faamaoniga matuā mamalu e tuuina atu i mamanu sili ona lelei, matagofie ma mataʻutia. O ē manumalo i le Ario o galuega susulu tele ma fatufatuaʻi e faaalia ai le poto, le taleni ma le atamai o tagata mamanu. E faamoemoeina Theo Rebrand Afifiga o le Sukalati e avea ma galuega matagofie, o se fesuiaiga mo isi, e iloga i le tomai faapolofesa ma mea fou loloto. O lenei mamanu na manumalo i le A' Design Award Ario o se mea e iloga, ua mataʻina e aogā ma tuleia atu tapulaʻa o le faatufugaga, saienisi, mamanu ma tekonolosi. Theo Rebrand Afifiga o le Sukalati o se mea e fiafia i ai le toatele, e fafagu ai manaʻoga, aumaia ai lagona lelei ma tupu ai le ofo.

I Tua o le Mamanu

Pepa Fa'asalalau

Fa'amaoniaga, sui o le 'au ma fa'amatalaga fa'atekinisi na saunia e le tagata mamanu.

Uiga Fa'apitoa: 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
Fua & Fa'apipi'i: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Fa'ailoga: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Tekonolosi Gaosiga: 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.
Lu'itau o le Mamanu: 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.
Su'esu'ega: 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.
Fa'aosofia: 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.
Umi o le Poloketi: 6 months from kickoff to delivery of final packaging.
Fa'agasologa o Galuega: 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.
Pateni: N/A
Sui o le 'Au: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Fa'aaloaloga o Ata: David Estep