Sogurt With Love and All Things Good Froyo Ice Cream Packaging by Jimmy Chew |
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| DESIGN DETAILS | |||||
| DESIGN NAME: Sogurt With Love and All Things Good PRIMARY FUNCTION: Froyo Ice Cream Packaging INSPIRATION: Jimmy has invigorated the Sogurt brand with a uniquely created packaging design. Every visual communication touchpoint designed for the Sogurt brand, from illustration, icons, colors, typography is purely intended to reflect the personality of the brand owner and permeate positive feelings, spreading positivity and enhance the good feelings to the consumer. The ultimate intention is a visual identity specially created to accentuate positivity and liveliness. UNIQUE PROPERTIES / PROJECT DESCRIPTION: The renewed brand identity and packaging system emphasizes on visual clarity and simplicity, with the main intention to congruently reflect evolution of the brand, personality of the founder and needs of their consumers. Fresh colour hues have been used to reflect the approachable, fun loving, free spirited and elegant voice of Sogurt. The design showcases an optimistic aesthetic with uniquely overlaid illustrations to personify the fusion of key ingredients within each deliciously healthy crafted flavour. OPERATION / FLOW / INTERACTION: The intended users' point-of-view is primarily to be able to extract the product information with clarity without being overwhelmed by the amount of information. The packaging design has been intently designed with the information hierarchy, content reading experience and visual design strategically considered. The amount of information to be showcased has been stringently scrutinised with careful usage of layout, font type and iconography to promote readability. PROJECT DURATION AND LOCATION: The project started in August 2019 in Singapore and finished in October 2020. The new packaging designs are revealed to the market in January 2021. FITS BEST INTO CATEGORY: Packaging Design |
PRODUCTION / REALIZATION TECHNOLOGY: Jimmy has scrutinised every element in the packaging design, from the colors, iconography, font type, visual design to materialization. The end result is a balanced design consideration of aesthetic, production efficiency and experience design. By eliminating the use of plastic lid, which was in Sogurt's old packaging design, and switching to the use of paper lid, the design is intently aligned with Sogurt's brand values of spreading love and wellness. A positive messaging "Crafted With Love And All Things Good" is integrated into the design to accentuate their brand values. SPECIFICATIONS / TECHNICAL PROPERTIES: 74mm(width) x 82mm(height) x 82mm(diameter) 125ml ice-cream cup TAGS: Sogurt, Hartwork, Packaging Design, Experience Design, Froyo, Ice-Cream RESEARCH ABSTRACT: The success of the project depends largely on incorporating empathy driven service design to understand the client's personality, their business and touchpoints and their customers' needs. Interview and feedback were conducted with the brand owner and their customers to understand the challenges on their existing packaging design in areas of construction, production and visual design. These knowledge are congruently aligned into the brand uplift and packaging design, to work strategically in tandem with Sogurt's campaign to extend ecommerce into their business to outreach a wider audience. CHALLENGE: The creative challenge faced during this project is on the production & logistics side of things. Due to the Covid-19 pandemic, this has affected the production lead time of the packaging, as well as the logistics transportation of the finished product. The campaign launch date to reveal the new packaging and visual design has to be slightly delayed. ADDED DATE: 2021-02-24 02:13:32 TEAM MEMBERS (2) : Creative Director : Jimmy Chew and Designer : Jimmy Chew IMAGE CREDITS: Image #1-4 : Photographer Antelope Studios, 2021. Image #5 : Photographer Sogurt, 2021. |
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| Visit the following page to learn more: http://www.sogurt.com.sg/ | |||||
| CLIENT/STUDIO/BRAND DETAILS | |
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NAME: Sogurt PROFILE: Sogurt is a well-loved home-grown froyo brand in Singapore founded in 2010. The brand is the first in Singapore to introduce a novel concept of a fully self-serve frozen yogurt store, introducing fun and fresh DIY bar to explore endless possibilities of innovative flavours and toppings. Over the years, Sogurt has perfected a delicious soft-serve recipe for the young, old and health-conscious with their offering of low-fat, high calcium product blend. After a year of R&D collaborating with a food tech company, in January 2021, Sogurt launched the first locally-produced “Healthier-Choice” certified product line of frozen yogurt ice-cream with prebiotics, live cultures and made with coconut oil. The first brand in Singapore to launch probiotic froyo ice-cream. |
| AWARD DETAILS | |
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Sogurt With Love and All Things Good Froyo Ice Cream Packaging by Jimmy Chew is Winner in Packaging Design Category, 2020 - 2021.· Press Members: Login or Register to request an exclusive interview with Jimmy Chew. · Click here to register inorder to view the profile and other works by Jimmy Chew. |
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