Blackandgold Shanghai 的作品 Plant Selected 饮料包装

设计师 Blackandgold Shanghai 的作品 Plant Selected 饮料包装荣获了极具声望的 2022 A' Design Award 铜奖，竞赛类别为包装设计。

铜包装· 2022

Plant Selected 饮料包装

设计师： Blackandgold Shanghai

客户: Yili Group

包装类别A' Design Award 铜奖获奖者

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设计作品

关于 Plant Selected 饮料包装

Plant Selected 是为一系列植物基饮品打造的包装设计。容器采用覆有哑光膜的 PET 瓶，宽 60 毫米、深 60 毫米、高 177 毫米。豆奶饮品采用绿色，燕麦饮品采用蓝色。产品名称以大号涂鸦风格英文字体呈现，金色的大豆与燕麦颗粒融入字母之中。满版配色的背景在货架上形成强烈的色块效果。产品功效信息置于瓶身底部，便于向消费者传达。

荣誉认可

关于A' Design Award 铜奖

Plant Selected 饮料包装是 A' Design Award 铜奖得主，这是授予以创造力、独创性和敏锐见长的杰出设计的极具声望的认可。铜奖得主是技艺娴熟、创意惊人的作品，印证了其设计师丰富的经验、想象力与机智。预计Plant Selected 饮料包装将成为一件备受推崇、令人钦佩且被珍爱的物品，兼具显著的专业性与创新性。这件赢得 A' Design Award 铜奖的设计融入艺术、科学、设计和技术领域的最佳实践，并因注重细节而出类拔萃。Plant Selected 饮料包装出色地满足需求，触动渴望，迷住情感，并吸引好奇心。

设计幕后

媒体资料包

由设计师提供的致谢、团队成员及技术详情。

独特属性: 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.
尺寸与包装: Width 60 mm x Depth 60 mm x Height 177 mm
标签: Packaging, plant-based Beverage, plant milk, China
生产技术: PET bottle covered with Matte film
设计挑战: 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.
研究: 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.
灵感: 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.
项目周期: The project started in September, 2020 and the product is launched in March, 2021
操作流程: 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.
专利: All photos and video credits to blackandgold Shanghai, 2022.
团队成员: Creative Director: Yang LI
Designer: Feiteng WAN
Managing Director: Lei ZHANG
Strategic Planner: Xincheng ZHUANG
3D rendering: Jianhui CHEN