Plant Selected Kemasan Minuman Nabati oleh Blackandgold Shanghai

Karya Plant Selected Kemasan Minuman Nabati oleh Blackandgold Shanghai adalah pemenang yang sangat dihormati dari 2022 A' Design Award Perunggu yang sangat bergengsi dalam Kategori Kompetisi Desain Kemasan.

PerungguKemasan· 2022

Plant Selected Kemasan Minuman Nabati

oleh Blackandgold Shanghai

Klien: Yili Group

Pemenang A' Design Award Perunggu dalam Kategori Kemasan

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Warna

Desain

Tentang Plant Selected Kemasan Minuman Nabati

Plant Selected adalah kemasan untuk minuman berbahan dasar nabati. Botolnya terbuat dari PET dan dilapisi film matte, dengan ukuran lebar 60 mm, kedalaman 60 mm, dan tinggi 177 mm. Desainnya mengikuti gaya minimalis yang terinspirasi oleh desain Skandinavia, dengan area ruang putih yang luas. Manfaat utamanya, yaitu 6 gram protein per 100 mililiter, dinyatakan dengan jelas. Banyak minuman nabati menggunakan grafis yang ramai dengan menampilkan bahan-bahan dan gambar produk. Tata letak yang tenang pada Plant Selected dimaksudkan agar menonjol di rak dan menghadirkan minuman ini sebagai nutrisi vegan.

Pengakuan

Tentang A' Design Award Perunggu

Plant Selected Kemasan Minuman Nabati adalah pemenang A' Design Award Perunggu, pengakuan yang sangat bergengsi yang diberikan kepada desain luar biasa yang dicirikan oleh kreativitas, kecerdikan, dan ketajaman. Pemenang Perunggu adalah artefak yang sangat terampil dan sangat kreatif yang membuktikan pengalaman luas, imajinasi, dan kelihaian para desainernya. Plant Selected Kemasan Minuman Nabati diharapkan menjadi objek yang sangat dihargai, dikagumi, dan dicintai, sangat profesional dan inovatif. Desain pemenang A' Design Award Perunggu ini menyertakan praktik terbaik dalam seni, sains, desain, dan teknologi, dan sangat baik dalam perhatiannya pada detail. Plant Selected Kemasan Minuman Nabati memuaskan kebutuhan dengan indah, menyentuh keinginan, memikat perasaan, dan menarik rasa ingin tahu.

Di Balik Desain

Kit Pers

Kredit, anggota tim, dan detail teknis yang disediakan oleh desainer.

Keunikan: 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.
Dimensi & Kemasan: Width 60 mm x Depth 60 mm x Height 177 mm
Tag: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Teknologi Produksi: PET bottle covered with Matte film
Tantangan Desain: 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.
Riset: 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.
Inspirasi: 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.
Durasi Proyek: In 2019, the project started in September and finished in January, 2020
Alur Operasi: 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.
Anggota Tim: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Kredit Gambar: All photos and video credits to blackandgold Shanghai, 2021.