There was many design considerations I thought of for my main brief, I began by looking at the current bottle and seeing what I could do in order to change it to make it more appealing to a younger audience ...
I noticed that there was elements on the bottle that were perhaps unnecessary such as the fancy border and the
portraits of Lea and Perrins, and a crest near the top. I prefer more
simplistic designs and feel that gives it more of a modern twist.
So I would bare this in mind and completely simplify my design.
Idea #1: Using Trademarks on String Tied Label.
I liked the idea of using local Landmarks such as Sabrina Bridge and Worcester Cathedral on the bottle label in a orange Pop art style and be tied on the bottle using string. The only problem I had with this design is perhaps was still a bit to traditional and a bit dated and may not appeal to my target market
I liked the idea of producing a quirky Collection of bottles using symbols such as stars and dots this would give my bottles a modern edge the label would be minimised so it was smaller, meaning less materials would be used.
Idea #3: Using Ampersands & Recycling logo to incorporate "Lea & Perrins" using a bottle neck hanger, no label.
Once I had thought of different ways of how I could make my materials more sustainable I began thinking of My Design and My 'Target Market' - who I was designing the bottle for...
MY TARGET AUDIENCE:
20-35 AGE GROUP
OXFORD INFLUENTIAL AREA
COOKS WHO ARE RELATIVELY CONFIDENT BUT LOOKING FOR NEW WAYS TO CREATE NEW RECIPES.
* dont mind paying a little bit more for product
* enjoy discovering new ways to make their cooking taste even better and interesting!
Lea and perrins Worcestershire sauce is a one of a kind product, and I want this to be shown through my design... it is a brand that has been around for many years, and Worcestershire sauce has been made since the factory was build in 1897. I want to incorporate this into my design by showing some kind of history behind the bottle, but making it quirky at the same time.
I began looking at organic farm shops and the kind of product they sell as they are similar in the type of audience they are trying to approach.
I discovered they are simple designs with clear space but effective and look expensive.
Reading magazines such as good food can indicate good ideas also.
I like the idea of using recycled card as a sleeve over the top of the bottle, creating a booklet on the back with different recipe ideas.I decided to develop the idea, i know it will be printed on recycled paper with a sleeve over the top that would include the recipes while bringing in elements of sustainability and
environmental issues.
I began doing a mood board so i could locate the target market, what they were into, the kind of places they shopped and the products they bought as well as competitive "table sauce" brands
I began looking at farm shops looking at the packaging and the other sauces that appeal to the same target audience and discovered the common theme was simple yet effective so i decided I was going to develop different typefaces and the recycling logo and try and incorporate that in my design and instead of a label i'd use a sleeve.
Lea & Perrins Worcestershire Sauce was
first created by the Worcester chemists John Wheeley Lea and
William Henry Perrins. They devised the recipe in the 1830's when
Lord Sandys - a nobleman of the area - was eager to recreate an
exciting taste he had acquired on his travels to Bengal.
I began looking at Lea and Perrins and it's history of design in order to get a better idea for my design.
All Lea and Perrins Designs have been rustic looking and very traditional, with borders and a strong typeface. I dont know whether it would be a good idea to change this completely as part of the brief states that Lea and Perrins want to keep the genuine feel for the product. so I decide I am going to make my design Subtle and rustic looking by using the sustainable materials will give this feel anyway.
The brief suggests that one method to increase sales is
to promote ways
in which Worcestershire sauce can be used in recipes. The label or
packaging may include recipe cards in order to inform the consumer of
innovative ways to create an appetising meal involving Lea &
Perrins. there was a advertisement in particular I think I'd like to use for my recipe card "add a littlle something":
Lea and Perrins is a brand with a lot of heritage and strong ownable
elements. While retaining this they wanted to reposition themselves as an
ingredient rather than a condiment. Something people will use in their cooking
rather then on their cooking and be inspired to try new things.
The shape of the bottle
is seen as iconic, just like the orange and black colour scheme. However, the
label is very traditional-looking which ties into their tagline 'the Original
and Genuine', and in order to reach out to younger audiences this is the aspect
that they are open to changing, with a view to environmental concerns. I began my research by thinking of different options I could use in
order to make my design more sustainable...
Main Project: Research
Alternative to Glass?
Although
Lea and Perrins wish to keep there Iconic bottle design, I began looking at
alternatives to glass, and most importantly "Green alternatives to
glass"
a
material that will look good, be sustainable and keep the feel of the product
possible
solutions I found were:
Paper
The
360 is a paper bottle, molded from 100% recyclable, food-safe paper, and its
simplicity makes even the venerable cardboard
The
360 paper water bottle from Brand Image
is an attempt to address 60 million plastic bottles thrown away daily in the
United States (of which 86% become garbage). The paper vessel is made from 100%
renewable food-safe resources, fully recyclable and versatile in a number of
potential liquid categories.
"360 paper bottle"
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Plastic
Plastic is an
integral and useful part of our daily lives. Lightweight and shatterproof,
plastic beverage bottles are among the most commonly used plastics. In 2009,
the plastic bottle recycling rate reached 28 percent, ranking it among the highest
recycled plastics. However you are contributing to waste that takes a long time
to degrade, furthering pollution,
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when
it is not disposed of correctly and ends up in landfill it can be very damaging
to the environment as most forms do not bio-degrade and contain toxins.
the
aluminium bottle can is made of 100 percent recyclable aluminium similar to
that of an aluminium beverage can. it is shaped similar to a traditional
beverage bottle, with many designs including resealable lids. A broad range of
aluminium beverage bottle profiles, styles, and configurations, are available
for commercial production, very popular for beer bottles however they are lined
with a chemical
ill (have to) be lined with a coating
which, in most cases, contains bisphenol A (BPA), which is a raster nasty
substance in that it is a hormone disruptor
"This Video looks at various eco friendly packaging
alternatives to glass, but with wine bottles."
But is Glass the best method?
I
Decided that as Lea and Perrins want to keep the original feel of the product, I
would continue with using Glass for my final design by changing the bottle
would alter different facts such as the genuine "Lea and Perrins"
brand image aswell as the taste. There was other factors I would look at
instead in order to make the Glass bottle more sustainable:
-
Making the bottle using thinner glass?
-
Reducing materials on bottle such as label and cap
- Changing
the product??? buy sachets? and reuse the bottle to make more sustainable?
I also
liked the idea of putting "greener and genuine" on the label instead
of original.
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Looking Alternative to Labels:
In order to make my design more sustainable I would look at changing the label so it is recyclable or can serve another purpose.
Recycled Labels
Many
businesses use labels. They are used to label boxes, products, binders and many
other things. The labels are then thrown away after they are no longer needed.
Instead of allowing the labels to just sit in the rubbish for many years before
decomposing, there are many businesses that recycle them.
Most
of the recycled labels on the market have a high percentage of recycled
material. The usually amount is between 50 to 100 percent of recycled material.
There are a few that have less, but these are uncommon. If you have to choose
between more or less, then it would be better to get the highest amount of
recycled material possible.
Recycled
labels are nearly the same as common labels. They have the same amount of
adhesive, you can use them for all of the same things and they come in a
variety of shapes and colors. You can also easily print on recycled labels. The
only difference is that recycled labels usually feel a little more abrasive.
we
could make the label more sustainable by minimising the glue used and make
tabs instead...
Alternative Ideas to labels
"Bottle neck collars"
if i could use this idea in my design I could make the label a recipe card aswell, and there would be no need for glue or labels.
Label using innovative tied on with string, no need for glue.
using cloth to wrap around the bottle made out of recycled paper?
I
could also choose to make the label smaller. I also want to add an extra element of recipe cards onto my label, perhaps by making the
label the cover and creating a booklet to stick/tie on the bottles or sticking
them on the back of the sleeve.
Attract a new
generation of Lea & Perrins users (without alienating
the current, older market) through educating them of exciting ways to
use Lea
& Perrins in everyday cooking. You must use innovative sustainable
packaging designs, materials and considerations in your final solutions,
Heinz's
sales are declining therefore they want to renovate there product and
attract a
younger crowd!
Objectives:
* Create
Sustainable Packaging that is attractive to 25-35 age group
* Inspire
people to use Lea & Perrins in there everyday cooking regime
* Make
Product as Green as possible to comply with Heinz CSR guidelines
Specifications:
* Retain
the proud branding (orange and black)
* Retain
the iconic bottle design
* Keep
the original and genuine feel of the product
The
Product:
Lea & Perrins produce Worcestershire Sauce, which was first created
by
chemists John Wheeley Lea and William Henry Perrins of Worcester. They
have
created the sauce to a similar closely guarded recipe ever since, in the
same
factory that Lea and Perrins built in 1897. In 1906 the High Court
declared
that only Lea & Perrins Worcestershire sauce may be called 'Original
and
Genuine'. Over the years the company has been aligned with HP Sauce, the
Danone
Group and is now owned by Heinz. Currently the sales of Worcestershire
sauce
are in decline, with Heinz losing 8.3% a year and 55% of sales coming
from
households with no children, inspiring Lea & Perrins to reach out to
a
younger audience.
Heinz have already made their started making their Tomato Ketchup packaging more sustainable by making it out of PET Plastic...
PET Heinz Tomato Ketchup bottle
Having spearheaded the Top Down bottle revolution, our Heinz
Tomato Ketchup bottle enjoyed a re-design that engineered
sustainability in with brand reinforcement.
Switching to crystal-clear PET plastic emphasises the naturally
rich red Heinz tomatoes. This in addition to a weight saving of
between 10% and 16% per bottle, depending on size. We have also
reduced our carbon footprint by sourcing our bottles locally and
not transporting them across Europe.
These changes save close to 340 tonnes of plastic each year and
the switch to PET makes recycling easier.
for more information go to: http://www.heinz.co.uk/ourcompany/sustainability/socialsustainability
