Theo Rebrand Ippakkjar taċ-Ċikkulata minn Clarkmcdowall Inc

Id-disinn Theo Rebrand Ippakkjar taċ-Ċikkulata minn Clarkmcdowall Inc huwa rebbieħ stmat ħafna tal-prestiġjuż 2021 Premju A' Design Award tal-Fidda fil-Kategorija tal-Kompetizzjoni ta' Disinn tal-Ippakkjar.

FiddaIppakkjar· 2021

Theo Rebrand Ippakkjar taċ-Ċikkulata

minn Clarkmcdowall Inc

Klijent: Clarkmcdowall

Rebbieħ tal-Premju A' Design Award tal-Fidda fil-Kategorija ta' Ippakkjar

23,483

Rebbieħ ta' Premju Ivverifikat

Ivverifika l-Istatus tal-Premju għal #112066

Żur is-Sit Ara fuq A' Design Award Stqarrija għall-Istampa Badge tal-Premju

Kuluri

Id-Disinn

Dwar Theo Rebrand Ippakkjar taċ-Ċikkulata

Theo Rebrand huwa programm ta' ppakkjar u identità viżiva għal marka ta' ċikkulata bean-to-bar ta' kummerċ ġust. Id-disinn juża daqqa ta' żebgħa qawwija bħala tieqa għal skoperta tat-togħma u bħala espressjoni tas-sengħa wara ċ-ċikkulata premium. Sfond abjad jissuġġerixxi ikel nadif u purità tal-ingredjenti, u jgħin lill-pakketti joħorġu fuq l-ixkaffa. Il-bars ikejlu madwar 3 b'6 pulzieri u jużaw għata tal-karta b'saff ta' ġewwa tal-fojl. It-tazzi jkejlu madwar 2 b'4 pulzieri u jużaw flow wrap fuq substrat opak. L-għan huwa li jorbot standards ogħla ma' togħma tajba.

Ir-Rikonoxximent

Dwar il-Premju A' Design Award tal-Fidda

Theo Rebrand Ippakkjar taċ-Ċikkulata huwa rebbieħ tal-Premju A' Design Award tal-Fidda, rikonoxximent prestiġjuż straordinarjament mogħti lil disinji tal-ogħla livell, sbieħ u impressjonanti. Ir-rebbieħa tal-Fidda huma xogħlijiet brillanti ħafna u kreattivi ħafna li juru l-għarfien espert, it-talent u l-aċċuratezza tad-disinjaturi tagħhom. Huwa mistenni li Theo Rebrand Ippakkjar taċ-Ċikkulata ikun xogħol mill-isbaħ, eżemplari, professjonali ħafna u innovattiv bil-fond. Dan id-disinn rebbieħ tal-Fidda huwa invenzjoni notevoli u mammirata li tikkontribwixxi biex jitwessgħu l-fruntieri tal-arti, ix-xjenza, id-disinn u t-teknoloġija. Theo Rebrand Ippakkjar taċ-Ċikkulata huwa ħolqien li ħafna jinvidjawh, li jqajjem ix-xewqat, iġib sentimenti pożittivi u joħloq tgħaġġib u mistagħġib.

Wara d-Disinn

Kit għall-Istampa

Krediti, membri tat-tim u dettalji tekniċi pprovduti mid-disinjatur.

Proprjetajiet Uniċi: 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
Dimensjonijiet u Ippakkjar: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tikketti: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Teknoloġija tal-Produzzjoni: 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.
Sfida tad-Disinn: 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.
Riċerka: 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.
Ispirazzjoni: 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.
Tul tal-Proġett: 6 months from kickoff to delivery of final packaging.
Fluss tal-Operazzjoni: 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.
Privattivi: N/A
Membri tat-Tim: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Krediti tal-Immaġni: David Estep