Theo Rebrand Schokoladenverpackung von Clarkmcdowall Inc

Das Design Theo Rebrand Schokoladenverpackung von Clarkmcdowall Inc ist ein hoch angesehener Gewinner des sehr prestigeträchtigen 2021 A' Design Award in Silber in der Wettbewerbskategorie Verpackungsdesign.

SilberVerpackung· 2021

Theo Rebrand Schokoladenverpackung

von Clarkmcdowall Inc

Auftraggeber: Clarkmcdowall

Gewinner des A' Design Award in Silber in der Kategorie Verpackung

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Das Design

Über Theo Rebrand Schokoladenverpackung

Theo Rebrand ist ein Verpackungs- und Corporate-Design-Programm für eine Bean-to-Bar-Schokoladenmarke aus fairem Handel. Das Design nutzt einen kräftigen Pinselstrich als Fenster zur geschmacklichen Entdeckungsreise und als Ausdruck des handwerklichen Könnens hinter Premium-Schokolade. Der weiße Hintergrund verweist auf bewusste Ernährung und die Reinheit der Zutaten und lässt die Verpackungen im Regal hervortreten. Die Tafeln messen etwa 3 x 6 Zoll (ca. 7,5 x 15 cm) und sind in Papier mit einer Innenschicht aus Folie eingeschlagen. Die Becher messen etwa 2 x 4 Zoll (ca. 5 x 10 cm) und sind in einem Schlauchbeutel aus mattem Trägermaterial verpackt. Ziel ist es, höhere Standards mit gutem Geschmack zu verbinden.

Die Auszeichnung

Über den A' Design Award in Silber

Theo Rebrand Schokoladenverpackung ist Gewinner des A' Design Award in Silber, einer enorm prestigeträchtigen Anerkennung für erstklassige, großartige und beeindruckende Spitzendesigns. Silber-Gewinner sind ungemein brillante und äußerst kreative Werke, die die herausragende Expertise, das Talent und den Scharfsinn ihrer Designer veranschaulichen. Von Theo Rebrand Schokoladenverpackung wird erwartet, dass es ein wunderbares Vorzeigewerk ist, das bemerkenswert professionell und zutiefst innovativ ist. Dieses mit dem A' Design Award in Silber prämierte Design ist eine höchst bemerkenswerte, bewunderte Erfindung, die den Grenzen von Kunst, Wissenschaft, Design und Technologie zugutekommt und sie voranbringt. Theo Rebrand Schokoladenverpackung ist eine vielbeneidete Schöpfung, die Wünsche weckt, positive Gefühle vermittelt und Staunen und Verwunderung entfacht.

Hinter dem Design

Pressemappe

Danksagungen, Teammitglieder und technische Details, bereitgestellt vom Designer.

Einzigartige Eigenschaften: 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
Abmessungen & Verpackung: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Schlagwörter: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Produktionstechnologie: 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.
Designherausforderung: 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.
Forschung: 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.
Inspiration: 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.
Projektdauer: 6 months from kickoff to delivery of final packaging.
Betriebsablauf: 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.
Patente: N/A
Teammitglieder: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Bildnachweise: David Estep