Plant Selected Beverage by Blackandgold Shanghai

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DESIGN DETAILS
DESIGN NAME:
Plant Selected

PRIMARY FUNCTION:
Beverage

INSPIRATION:
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.

UNIQUE PROPERTIES / PROJECT DESCRIPTION:
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.

OPERATION / FLOW / INTERACTION:
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.

PROJECT DURATION AND LOCATION:
In 2019, the project started in September and finished in January, 2020

FITS BEST INTO CATEGORY:
Packaging Design

PRODUCTION / REALIZATION TECHNOLOGY:
PET bottle covered with Matte film

SPECIFICATIONS / TECHNICAL PROPERTIES:
Width 60 mm x Depth 60 mm x Height 177 mm

TAGS:
Packaging, Plant-based Beverage, Soy milk, China, Minimalism

RESEARCH ABSTRACT:
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.

CHALLENGE:
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.

ADDED DATE:
2021-05-26 10:59:04

TEAM MEMBERS (5) :
Creative Director: Yang LI, Managing Director: Lei ZHANG, Strategic Planner: Xincheng ZHUANG, 3D rendering: Jianhui CHEN and Motion: Sheng WAN

IMAGE CREDITS:
All photos and video credits to blackandgold Shanghai, 2021.


CLIENT/STUDIO/BRAND DETAILS
NAME:
Yili Group

PROFILE:
Inner Mongolia Yili Industrial Group Co., Ltd, a provider of healthy and nutritious dairy and food products, is Asia’s largest dairy producer with a wide range of products like milk, yoghurt, ice cream, infant formula, adult nutrition and cheese. Yili has rapidly developed over the last decades and is now the number five in the Rabobank ranking of global dairy companies. Our ambition is to be in the top three in 2025.

NOMINATION DETAILS

Plant Selected Beverage by Blackandgold Shanghai is a Nominee in Packaging Design Category.

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AWARD DETAILS

Plant Selected Beverage by Blackandgold Shanghai is Winner in Packaging Design Category, 2021 - 2022.



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