Plant Selected
Beverage for Yili Group
Plant-based beverage is quite popular among consumers and the market has become highly homogeneous. Blackandgold faced the challenge on how to create differentiation in the market and enhance customer perceived value of soy milk. Compared with the numerous traditional plant-based beverages that usually communicates the ingredients and authenticity in a busy and conventional way, Plant Selected uses the minimalism packaging to convey the core benefit 6g protein per 100ml very clearly as well as to catch consumers attention on shelf.
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Plant Selected by Blackandgold Design Shanghai Co Ltd
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Plant Selected Beverage Press Releases
Press releases for Plant Selected are now accessible in these languages: English.
Plant Selected Beverage Media Articles
Ready-to-feature articles on Plant Selected are available in these languages: German, Portuguese, English, Korean, Indonesian, Japanese, Russian, Chinese (Mandarin), Spanish, Turkish, Arabic (Standard), Dutch, Hindi, French and Italian, for your convenience.
Unique Properties
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.
Tags
Packaging, Plant-based Beverage, Soy milk, China, Minimalism
Production Technology
PET bottle covered with Matte film
Design 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.
Project Duration
In 2019, the project started in September and finished in January, 2020
Operation Flow
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.
Research
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.
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.
Image Credits
All photos and video credits to blackandgold Shanghai, 2021.
Project Overview
Plant Selected Beverage has been a Bronze winner in the Packaging Design award category in the year 2021 organized by the prestigious A' Design Award & Competition. The Bronze A' Design Award is given to outstanding designs that showcase a high degree of creativity and practicality. It recognizes the dedication and skill of designers who produce work that stands out for its thoughtful development and innovative use of materials and technology. These designs are acknowledged for their professional execution and potential to influence industry standards positively. Winning this award highlights the designer's ability to blend form and function effectively, offering solutions that enhance people's lives and wellbeing.
Bronze Recognition
Blackandgold Design (Shanghai) Co., Ltd. was recognized with the coveted Bronze A' Design Award in 2022, a testament to excellence of their work Plant Selected Beverage.
Blackandgold Design (Shanghai) Co., Ltd. Press Releases
We provide a series of press releases on Blackandgold Design (Shanghai) Co., Ltd. that journalists and press members can freely incorporate into their narratives. Now available: Immediate access to 7 press releases for journalists.
Plant Selected: Redefining Plant-Based Beverage Packaging with Minimalism Design
Blackandgold Design (Shanghai) Co., Ltd. unveils the innovative Plant Selected packaging, redefining the plant-based beverage category with minimalism design, conveying the brand promise of high protein and no additives.
Blackandgold Design (Shanghai) Co., Ltd. Newsroom
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