2021 | Professional

MUSE Design Awards Silver Winner

Plant Selected

Entrant Company

BLACKANDGOLD DESIGN (SHANGHAI) CO., LTD.

Category

Packaging Design - Non-Alcoholic Beverages

Client's Name

Yili

Country / Region

China

As the healthy diet prevails, consumers gradually prefer plant-based beverage to milk. In China, plant-based beverage has a long history. However, the customer perceived value of these traditional drinks is low and the appearance is highly homogeneous without innovation.

With a new value proposition “vegan nutrition provides high protein without additives”, Plant Selected redefines itself and enhances perceived value of plant-based beverage. Based on simple and disciplined design, minimalism distinguishes Plant Selected from among traditional plant-based beverages with busy and conventional design code.

The packaging conveys the brand promise of high protein and no additives by using a large area of white space. The typography design communicates its core benefit 6.0g/100mL protein distinctly. It indicates its nutritional superiority over milk and advocates healthy diet.

The smooth PET bottle is wrapped in a special coating. The rounded curves of the white bottle complement the silky and smooth taste. The product name “Plant Milk” uses redesigned Imitated Song Font to accentuate vigorous and graceful plant power and reverse the stereotype of traditional plant-based beverages.

Credits

Motion
Sheng WAN
3D Rendering
Jianhui CHEN
Strategic Planner
Xincheng ZHUANG
Managing Director
Lei ZHANG
Creative Director
Yang LI
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