Main
Project: Lea and Perrins
The
Brief:
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
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.
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.
Above: current Lea & Perrins bottle design
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
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