Disainilahendus Plant Selected Taimse Joogi Pakend, autor Blackandgold Shanghai

Disainilahendus Plant Selected Taimse Joogi Pakend, mille autor on Blackandgold Shanghai, on kõrgelt hinnatud 2022 auhinna Pronksauhind A' Design Award võitja konkursi kategoorias Pakendidisain.

PronksPakend· 2022

Plant Selected Taimse Joogi Pakend

disainer: Blackandgold Shanghai

Klient: Yili Group

Auhind Pronksauhind A' Design Award kategoorias Pakend

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Värvid

Disain

Teosest Plant Selected Taimse Joogi Pakend

Plant Selected on pakend taimsele joogile. Pudel on valmistatud PET-materjalist ja kaetud matt-kilega, mõõtmetega 60 mm laiune, 60 mm sügavune ja 177 mm kõrge. Disain järgib minimalistlikku stiili, mis on inspireeritud Skandinaavia disainist, kus domineerib suur valge ala. Peamine eelis, 6 grammi valku 100 milliliitri kohta, on selgelt välja toodud. Paljud taimsed joogid kasutavad rohke infoga graafikat, mis kujutab koostisosi ja tootepilte. Plant Selected'i rahulik kujundus on mõeldud silma paistma riiulil ja esitlema jooki vegantoitumisena.

Tunnustus

Auhinnast Pronksauhind A' Design Award

Plant Selected Taimse Joogi Pakend on Pronksauhinna A' Design Award võitja, väga prestiižikas tunnustus, mis antakse silmapaistvatele disainidele, mida iseloomustavad loovus, leidlikkus ja teravmeelsus. Pronksvõitjad on küllaldaselt osavad ja tabavalt loovad teosed, mis kinnitavad oma disainerite laia kogemust, kujutlusvõimet ja leidlikkust. Plant Selected Taimse Joogi Pakend peaks olema kõrgelt hinnatud, imetletud ja armastatud objekt, mis on märkimisväärselt professionaalne ja uuenduslik. See Pronksauhinna A' Design Award võidudisain ühendab parimaid tavasid kunstis, teaduses, disainis ja tehnoloogias ning on suurepärane oma detailidele pööratud tähelepanu poolest. Plant Selected Taimse Joogi Pakend rahuldab suurepäraselt vajadusi, puudutab soove, võlub tundeid ja pakub huvi uudishimule.

Disaini taustal

Pressimaterjalid

Disaineri esitatud autorid, meeskonnaliikmed ja tehnilised andmed.

Unikaalsed omadused: 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.
Mõõtmed ja pakend: Width 60 mm x Depth 60 mm x Height 177 mm
Sildid: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Tootmistehnoloogia: PET bottle covered with Matte film
Disainiülesanne: 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.
Uurimistöö: 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.
Inspiratsioon: 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.
Projekti kestus: In 2019, the project started in September and finished in January, 2020
Tööprotsess: 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.
Meeskonnaliikmed: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Piltide autorid: All photos and video credits to blackandgold Shanghai, 2021.