New packaging design for Kenwood by flb
9 October 2009 | By Anna Rudenko
Kenwood - the UK’s leading manufacturer of small kitchen appliances – launches a new packaging for its entire range. The brand identity and packaging design was developed by the creative agency flb. It will be available in retailers from October.
Starting this project flb made an examination of the previous packaging and recommended to use a single product line-up for all Kenwood’s solutions as a result. According to flb’s representatives, this approach simplifies the brand structure and makes it easier for consumers to determine which Kenwood product in the range is best suited to their needs.
The brand’s name is written with heavier-weight characters – it provides better recognition and increased standout. The additional information about Kenwood products is offered to consumers through POS also created by flb’s designers.
“Packaging plays an important fundamental role for Kenwood – it has to perform as a persuasive 3-D salesman, communicating in the retail environment all the attributes of the products as well as working as a brand ambassador. This has been an enormous task, developing an approach that will work globally – hence a very visually powerful strategy that will appeal to consumers wherever they are buying. The aim has been to develop a consistent strong family feel that supports our vision of global leadership in food preparation products and our expertise in the preparation of food for all occasions. The new packaging represents our brand fundamentals of design, quality and innovation,” said Mark Welch, Director of product marketing at Kenwood.
Popsop.com
Tags: package design
