Plant Selected Mahi Matua: Te Whakakōpaki Inu nā Blackandgold Shanghai

Ko te hoahoa Plant Selected Mahi Matua: Te Whakakōpaki Inu nā Blackandgold Shanghai he kaitoa whakahirahira o te 2022 A' Design Award Parahi i te Wāhanga Whakataetae Hoahoa Takai.

ParahiTakai· 2022

Plant Selected Mahi Matua: Te Whakakōpaki Inu

nā Blackandgold Shanghai

Kiritaki: Yili Group

Kaitoa o te A' Design Award Parahi i te Wāhanga Takai

12,631

Kaitoa Tohu Manatokohia

Manatokohia te Tūnga Tohu mō #134253

Tirohia i te A' Design Award Pānui Pāpāho Tohu Tohu

Ngā Tae

Te Hoahoa

Mō Plant Selected Mahi Matua: Te Whakakōpaki Inu

Kuputuhi Pukapuka: Ko Plant Selected he hoahoa whakakōpaki mō ētahi momo inu ahu-tipu. Ko te ipu he pounamu PET e kāpehua ana ki te kiriata parehu, e 60 mm te whānui, 60 mm te hōhonu, ā, 177 mm te teitei. Ka whakamahia te kākāriki mō te inu tōfu, me te kikorangi mō te inu ōti. Ko te ingoa hua kua tāutuhia ki tētahi momo pupuhi Ingarihi nui e rite ana ki te "graffiti", ā, kua whakaurua he pini(soya) me he witi ōti karauna ki roto i ngā reta. Ka hangaia e te papamuri kua kōwhaitia katoatia he poraka tae kaha kia kitea pai ai i runga i te papa toa. Kua tukuna ngā painga o te hua ki raro rawa hei whakamōhio i ngā kaihoko.

Te Whakamihi

Mō te A' Design Award Parahi

Ko Plant Selected Mahi Matua: Te Whakakōpaki Inu te toa o te A' Design Award Parahi, he whakaaetanga tino whai mana e hoatu ana ki ngā hoahoa kōeke e tohua ana mā te auaha, te mahi mōhio me te whakaaro hōhonu. Ko ngā toa Parahi he mahi pukenga e rite ana, he auaha mīharo, e whakatūturu ana i te wheako nui, te whakaaro me te mōhio-ā-ringa o ā rātou kaihoahoa. E tūmanakohia ana ko Plant Selected Mahi Matua: Te Whakakōpaki Inu he taonga whakanuia, whakamīharotia, aroha nui, he ngaio, he auaha hoki. Ko tēnei hoahoa i toa i te Parahi e whakauru ana i ngā tikanga pai rawa i te toi, te pūtaiao, te hoahoa me te hangarau, ā, he tino mīharo ki ngā taipitopito. Ka whakatutuki a Plant Selected Mahi Matua: Te Whakakōpaki Inu i ngā hiahia, ka pā ki ngā hiahia, ka whakaoho i ngā kare-ā-roto, ā, ka kume i te pākiki.

I Muri i te Hoahoa

Kete Pāpāho

Ngā whakamihi, ngā mema o te rōpū me ngā taipitopito hangarau i whakaratohia e te kaihoahoa.

Āhuatanga Motuhake: Plant-based milk alternative is a trendy category in China. Used to be a soy milk expert, Plant Selected decides to fulfill its portfolio by add more plant based products. To follow the global vegan trend, Plant Selected should have a new look to differentiate from local plant milk brands offering single plant-based products. Therefore, an English visual hammer is created to enhance its international feel.
Inenga & Pēketanga: Width 60 mm x Depth 60 mm x Height 177 mm
Tūtohu: Packaging, plant-based Beverage, plant milk, China
Hangarau Whakanao: PET bottle covered with Matte film
Wero Hoahoa: We need to find a way to differentiate Plant Selected from traditional plant-based brands. To overcome this challenge, we bring the international and vital feel to products. We create a visual hammer for the product by combining product name and grins. The large English word can stand out among other plant-based drinks on shelf. Its fully colored background can also attribute to the shelf impact.
Rangahau: To occupy the new category, we take a look at the international market where plant milk category is quite mature. We find out many international plant milk brands start communicating a trendy lifestyle instead of flavor on packaging. Thus we uses graffiti-style font to add casual touch to product. A large product name in English leverages the premium and exotic feel. The fully colored background creates a powerful color block on shelf and the gold soya and oat become a catchy point on packaging which can draw consumers' attention.
Whakaaweawe: The overall design should always be on trend. To stand out on shelf, packaging should have impactful color. Therefore we take green and blue for each product, which are also relevant to soya and oat respectively. As a global trendy category, it is better to add international feel to products. Thus, we create a visual hammer by using graffiti-style English font. The gold soya and oat within the product name reinforce the vitality of vegan nutrition. The product benefits are integrated and presented at the bottom to ensure consumers its quality.
Roanga o te Kaupapa: The project started in September, 2020 and the product is launched in March, 2021
Rerenga Mahi: Plant drink is popular in China, but most of the brands only provide single plant-based product such as soya only or almond only. To jump out of the category, Plant Selected starts to offer plant-based products covering more plant bases. To express the exotic feeling, we treat product name into graffiti-style font and integrate soya and oat into it. Besides, the strokes around leverage the vitality. A fully colored background creates impactful color block on shelf. Eac product's RTBs are clearly presented at the bottom to ensure consumers the product is good.
Pātene: All photos and video credits to blackandgold Shanghai, 2022.
Ngā Mema o te Rōpū: Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN