Clarkmcdowall Inc авторлыгында Theo Rebrand Primary Function: Шоколад тартмасы

Clarkmcdowall Inc авторлыгындагы Theo Rebrand Primary Function: Шоколад тартмасы — Упаковка Дизайны ярыш категориясендә бик абруйлы 2021 A' Design Award Көмеш бүләге лауреаты.

КөмешУпаковка· 2021

Theo Rebrand Primary Function: Шоколад тартмасы

автор: Clarkmcdowall Inc

Заказчы: Clarkmcdowall

Упаковка категориясендә A' Design Award Көмеш бүләге лауреаты

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Сайтка керү A' Design Award'та карау Матбугат релизы Бүләк бейджигы

Төсләр

Дизайн

Theo Rebrand Primary Function: Шоколад тартмасы турында

Theo Rebrand — гадел сәүдә, борчактан шоколадка кадәр җитештерелә торган шоколад брендының тартма һәм визуаль идентификация программасы. Дизайнда тәм ачышына тәрәзә буларак һәм премиум шоколад артындагы осталыкны белдерү өчен калын буяу сызыгы кулланыла. Ак фон чиста ашау һәм ингредиентларның сафлыгын күрсәтә, шулай ук тартмаларның киштәдә аерылып торуына ярдәм итә. Плиткалар якынча 3 дюймга 6 дюйм зурлыкта булып, эчке фольга катламлы кәгазь төргәк кулланалар. Стаканнар якынча 2 дюймга 4 дюйм зурлыкта булып, матлы нигездә агым төргәге кулланалар. Максат — югары стандартларны яхшы тәм белән бәйләү.

Таныш

A' Design Award Көмеш бүләге турында

Theo Rebrand Primary Function: Шоколад тартмасы – A' Design Award Көмеш бүләге җиңүчесе, бу гадәттән тыш абруйлы танып белү, ул югары класслы, чибәр һәм тәэсирле дизайннарга бирелә. Көмеш җиңүчеләре – үз дизайнерларының искиткеч белемен, талантын һәм үткенлеген күрсәтүче бик ялтыравыклы һәм иҗади эшләр. Theo Rebrand Primary Function: Шоколад тартмасы искиткеч, үрнәк булырлык, игътибарга лаеклы профессиональ һәм тирән яңалыклы әсәр булыр дип көтелә. A' Design Award Көмеш бүләге җиңүче бу дизайн – сәнгать, фән, дизайн һәм технология чикләрен алга җигүче файдалы, югары бәяләнгән уйлап табу. Theo Rebrand Primary Function: Шоколад тартмасы – күпләрнең көнләшкән, теләкләрне уятучы, уңай хисләр китерүче һәм хәйранлык һәм гаҗәпләнү тудыручы иҗат җимеше.

Дизайн артында

Матбугат комплекты

Дизайнер тәкъдим иткән кредитлар, команда әгъзалары һәм техник детальләр.

Уникаль үзенчәлекләр: 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
Үлчәмнәр һәм упаковка: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Тегләр: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Җитештерү технологиясе: 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.
Дизайн бирелмәсе: 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.
Тикшеренү: 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.
Илһам: 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.
Проект озынлыгы: 6 months from kickoff to delivery of final packaging.
Эш процессы: 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.
Патентлар: N/A
Команда әгъзалары: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Рәсем авторлары: David Estep