Theo Rebrand Fungsi Utama: Kemasan Coklat ku Clarkmcdowall Inc

Karya Theo Rebrand Fungsi Utama: Kemasan Coklat ku Clarkmcdowall Inc nyaéta pamenang anu dihormat pisan tina 2021 A' Design Award Perak anu bergengsi dina Katégori Kompetisi Desain Bungkusan.

PerakBungkusan· 2021

Theo Rebrand Fungsi Utama: Kemasan Coklat

ku Clarkmcdowall Inc

Klién: Clarkmcdowall

Pamenang A' Design Award Perak dina Katégori Bungkusan

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Pamenang Panghargaan anu Diverifikasi

Verifikasi Status Panghargaan pikeun #112066

Buka Situs Tingali di A' Design Award Siaran Pers Lencana Panghargaan

Warna

Désain

Ngeunaan Theo Rebrand Fungsi Utama: Kemasan Coklat

Theo Rebrand nyaéta program kemasan sareng identitas visual pikeun mérek coklat bean-to-bar anu adil dagang. Rarancangna ngagunakeun sapuan cét anu tandes salaku jandéla pikeun manggihan rasa sareng salaku ungkara tina karajinan di balik coklat premium. Latar bodas nunjukkeun tuang anu séhat sareng kamurnian bahan-bahan, ogé ngabantuan supados kemasanana katingali onjoy dina rak. Batang coklatna ngukur kira-kira 3 kali 6 inci sareng ngagunakeun bungkus kertas kalayan lapisan foil di jerona. Cangkirna ngukur kira-kira 2 kali 4 inci sareng ngagunakeun flow wrap dina substrat matte. Tujuanana pikeun ngahubungkeun standar anu langkung luhur sareng rasa anu nikmat.

Pangakuan

Ngeunaan A' Design Award Perak

Theo Rebrand Fungsi Utama: Kemasan Coklat mangrupa juara A' Design Award Perak, pangakuan anu luar biasa bergengsi anu dipasihkeun ka desain kelas luhur, endah jeung matak kagum. Para juara Perak téh karya anu pohara cemerlang jeung pohara kréatif anu ngagambarkeun kaahlian, bakat jeung kapinteran para désainerna. Theo Rebrand Fungsi Utama: Kemasan Coklat diharepkeun jadi karya anu éndah, karya andalan anu pohara profésional jeung pohara inovatif. Desain juara A' Design Award Perak ieu mangrupa panemuan anu pohara kasohor jeung dikagumi anu mangpaat sarta ngamajukeun watesan seni, élmu, desain jeung téknologi. Theo Rebrand Fungsi Utama: Kemasan Coklat mangrupa kréasi anu pohara diirikeun anu ngahudang kahayang, ngabawa rasa positip, jeung ngahudangkeun rasa heran jeung kagum.

Di Balik Désain

Kit Pers

Krédit, anggota tim sareng detil téknis anu disayogikeun ku désainer.

Sipat Unik: 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
Diménsi & Bungkusan: Bars are approximately 3 x 6 inches - paper overwrap with foil inner / cups are approximately 2x4 inches flow-rap on matte substrate
Tag: branding, rebrand, packaging redesign, fairtrade chocolate, brand transformation, future-ready branding, brand purpose
Téknologi Produksi: 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.
Tantangan Desain: 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.
Panalungtikan: 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.
Inspirasi: 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.
Durasi Proyék: 6 months from kickoff to delivery of final packaging.
Alur Operasi: 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.
Patén: N/A
Anggota Tim: Creative Director: Adrienne Muken
Designer: Audra Schroeder
Business Director: Betsy Price
Krédit Gambar: David Estep