Moralo oa Plant Selected Mosebetsi oa Mantlha: Sepakete sa Seno se Entsoeng ka Limela ka Blackandgold Shanghai ke mohlodi oa khau e hlomphehang haholo ya 2022 Moputso oa Boronse oa A' Design Award Mokhahleong oa Tlhodisano oa Moralo wa Phuthelo.
BoronsePhuthelo· 2022
Plant Selected Mosebetsi oa Mantlha: Sepakete sa Seno se Entsoeng ka Limela
Moreki: Yili Group
Mohlodi oa Moputso oa Boronse oa A' Design Award Mokhahleong oa Phuthelo
Mohlodi oa Khau ea Netefaditsweng
Netefatsa Boemo ba Khau bakeng sa #126422Moralo
Mabapi le Plant Selected Mosebetsi oa Mantlha: Sepakete sa Seno se Entsoeng ka Limela
Mongolo oa Buka: Plant Selected ke sepakete sa seno se entsoeng ka limela. Botlolo e entsoe ka PET 'me e koahetsoe ka filimi e sa phatsimeng, 'me e na le bophara ba 60 mm, botebo ba 60 mm le bolelele ba 177 mm ho ea holimo. Moralo o latela mokhoa o bonolo o susumetsoang ke moralo oa Scandinavia, o nang le sebaka se seholo sa bosoeu. Molemo o ka sehloohong, e leng liprotheine tse 6 tsa gram ho millilitha tse 100, o boletsoe ka ho hlaka. Lino tse ngata tse entsoeng ka limela li sebelisa litšoantšo tse phethahetseng tse bontšang liphello le litšoantšo tsa sehlahisoa. Moralo o khutsitseng oa Plant Selected o reretsoe ho hlahella holim'a shelefo le ho hlahisa seno joalo ka phepo ea vegan.
Kamohelo
Mabapi le Moputso oa Boronse oa A' Design Award
Plant Selected Mosebetsi oa Mantlha: Sepakete sa Seno se Entsoeng ka Limela ke mohapi oa Moputso oa Boronse oa A' Design Award, kananelo e hlomphehang haholo e fuoang meralo e ikhethang e tsejoang ka boqapi, bohlale ba ho qapa le bohlale. Bahapi ba Boronse ke lintho tse nang le bokhoni ka ho felletseng le boqapi bo hlollang tse tiisang boiphihlelo bo bongata, mohopolo le bokhoni ba ho iphumana ba baqapi ba tsona. Plant Selected Mosebetsi oa Mantlha: Sepakete sa Seno se Entsoeng ka Limela e lebelletsoe ho ba ntho e hlomphuoang haholo, e ratoang le e ratehang, e nang le boprofeshenale bo bonahalang le mehopolo e mecha. Moralo ona o hapileng Moputso oa Boronse oa A' Design Award o kenyelletsa mekhoa e metle ka ho fetesisa bonong, mahlaleng, moralong le theknolojing mme o hlahella ka ho tsepamisa maikutlo lintlheng tse nyenyane. Plant Selected Mosebetsi oa Mantlha: Sepakete sa Seno se Entsoeng ka Limela e kutloisisa litlhoko hantle, e ama litakatso, e hapa maikutlo mme e tsosa takatso ea ho tseba.
Ka Mora Moralo
Sete ya Boraditaba
Litlhaku, ditho tsa sehlopha le lintlha tsa botekgeniki tse fanoeng ke moetsi wa moralo.
- Boleng bo Ikhethang
- 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.
- Boholo le Phuthelo
- Width 60 mm x Depth 60 mm x Height 177 mm
- Lithegi
- Packaging, Plant-based Beverage, Soy milk, China, Minimalism
- Theknoloji ya Tlhahiso
- PET bottle covered with Matte film
- Phephetso ya Moralo
- 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.
- Dipatlisiso
- 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.
- Kgothaletso
- 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.
- Nako ya Projeke
- In 2019, the project started in September and finished in January, 2020
- Tsamaiso ya Mosebetsi
- 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.
- Litho tsa Sehlopha
- Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN - Litlotla tsa Setshwantsho
- All photos and video credits to blackandgold Shanghai, 2021.
E Tshehelitsweng
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