FLB creates eco-friendly packs for Kenwood EnergySense kettles
20/08/2008

Kenwood is rolling out the EnergySense kettle, an energy saving product aimed at eco-aware consumers. The product, which saves up to 35% on energy over standard kettles, launched across the UK and EU in two designs: a white version, which initially appeared in some retailers earlier this year, and a new model with a stylish metal wrap finish.

Packaging, created by branding and packaging consultancy flb, underlines the product's green credentials, using recycled board and a simple clear layout. The detail on the pack explains EnergySense's environmental benefits, such as its one-cup measurement system, and educates and informs the consumer about their eco-friendly choice.

The launch of EnergySense ties in with Kenwood's strategy to be one of the first kitchen appliance brands to focus on eco-influenced NPD. According to the Energy Savings Trust, more than a third of all UK carbon emissions are generated in the home. With 3kw kettles used so frequently throughout the day, Kenwood wanted to design a practical, everyday solution for consumers.

Jane Perry, client at Kenwood said: “With this product, we wanted to appeal especially to a younger target audience who are concerned with energy efficiency yet don't want to sacrifice style for the environmental benefit. Flb's packaging complements this brief, and really reinforces the 'green' credentials at point of purchase. It's spot-on for the brand positioning.”

Colin Mechan, Executive Creative Director at flb, added: “It was important that our pack design made the environmental message prominent, so part of the brief was to move away from Kenwood's core range packaging template. Using recycled materials and a simple, functional font style helps reinforce the brand's values and will appeal to environmentally aware consumers at point of sale.”

Energy Sense is on sale in the UK in John Lewis, Argos, Debenhams, Comet and Robert Dyas. The range will also be available across Europe.

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