Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti naBlackandgold Shanghai

Dhizaini Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti naBlackandgold Shanghai ndiye mukundi anokudzwa zvikuru wemubairo unoremekedza we2022 Mubairo weBronzi we A' Design Award muChikwata cheKukwikwidza cheDhizaini yePakejingi.

BronziPakejingi· 2022

Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti

na Blackandgold Shanghai

Mutengi: Yili Group

Mukundi weMubairo weBronzi we A' Design Award muChikwata chePakejingi

12,706

Mukundi weMubairo Akasimbiswa

Simbisa Mamiriro eMubairo we#126422

Ona pa A' Design Award Mashoko Enhau Bheji reMubairo

Mavara

Dhizaini

Nezvekwa Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti

Zvakanyorwa: Plant Selected ikapaketi yezvinwiwa zvinobva kumiti. Bhodhoro rakagadzirwa neyakasimba PET uye rakafukidzwa nefirimu isingapenyi (matte), rine upamhi hwe60 mm, hudzamu hwe60 mm uye hurefu hwe177 mm. Dhizaini inotevera mafambiro madiki-madiki (minimalist) anobva kudhizaini yeScandinavia, ine nzvimbo huru inoratidza ruvara rwuchena. Mubairo mukuru, mangwanani egirama 6 eprotein pane zvinwiwa zve100 millilitres, unotaurwa zvakajeka. Zvinwiwa zvakawanda zvinobva kumiti zvinoshandisa mifananidzo yakawanda inoratidza zvinoshandiswa nemifananidzo yechigadzirwa. Kuronga kwakadzikama kwePlant Selected kunodiwa kuti kuonekwe pamusoro pehwanza uye kuratidza chinwiwa senge chikafu chevegan.

Kuzivikanwa

Nezve Mubairo weBronzi we A' Design Award

Mubairo weBronzi we A' Design Award wakahwinwa ne Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti, rukudzo rwakakwirira kwazvo runopiwa kumadhizaini akasiyana anozivikanwa nekugadzira, njere nekungwara. Vakunda veBronzi mabasa ane unyanzvi hwakakwana uye kugadzira kunoshamisa kunosimbisa ruzivo rukuru, pfungwa nehunyanzvi hwevagadziri vawo. Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti inotarisirwa kuva chinhu chinokudzwa kwazvo, chinoremekedzwa uye chinodiwa, chine hunyanzvi hunoonekwa uye zvitsva. Dhizaini iyi yakahwina Mubairo weBronzi we A' Design Award inosanganisa maitiro akanakisa muhunyanzvi, sayenzi, dhizaini netekinoroji uye yakasiyana nekutarisisa zvidiki. Plant Selected Chirongwa Chikuru: Kapaketi yeZvinwiwa Zvinobva Kumiti inogutsa zvinodiwa zvakanaka, inobata zvishuvo, inokwezva manzwiro uye inomutsa kuda kuziva.

Shure kweDhizaini

Bepa Renhau

Zvikwereti, nhengo dzetiimu nezvimwe zvakadzama zvakapihwa nemudhizaina.

Hunhu Hwakasiyana: 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.
Kukura & Kupakiwa: Width 60 mm x Depth 60 mm x Height 177 mm
Matagi: Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Tekinoroji Yekugadzira: PET bottle covered with Matte film
Changamire yeDhizaini: 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.
Tsvakurudzo: 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.
Chikurudziro: 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.
Nguva yePurojekiti: In 2019, the project started in September and finished in January, 2020
Mafambiro eBasa: 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.
Nhengo dzeTimu: Creative Director: Yang LI
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN
Motion: Sheng WAN
Zvikwereti zveMifananidzo: All photos and video credits to blackandgold Shanghai, 2021.