Kenwood develops new packaging with flb
29/07/2009

The striking new design features an enhanced brand identity with an increased focus on the products, making extensive use of a brushed silver-effect to give a much stronger on-shelf impact.  The changes have been made to communicate the brand’s core values of quality, innovation and design to consumers.

Mark Welsh, NPD Controller at Kenwood says, “Packaging plays a really important role for Kenwood – communicating in the retail environment  all the desirable attributes of the product and also working as a brand ambassador for us.  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 strong family feel that supports our global leadership in food preparation products and our expertise in the preparation of food for all occasions.”

flb undertook a wide ranging review of the existing packaging before recommending moving away from a two-tiered approach to a single product line up.  This approach simplifies the brand structure, making it easier for consumers to establish which product in the range is best suited to their needs. 

At the same time, the product has been put centre-stage, for the first time becoming the hero on the front of the pack. By strengthening the Kenwood branding, using a heavier-weight font, FLB has recognised the strength of the Kenwood name  -  providing instant recognition and  increased standout.  Devices such as the ‘squarrels’ have been designed to provide supporting detailed information, increasing understanding of the product.

Colin Mehan, Creative Director at FLB says, “The new packaging shows a much stronger brand identity with a consistent tone of voice, whilst the brushed steel finish conveys the strength and durability of the products.  Across all 1800 products there is a single hierarchy  to communicate the brand, the product and its benefits – this strategy means a consistent communications platform making production selection that much easier for consumers.  At the same time, using a vast range of photography, we have created greater emotional appeal – the use of an exploded view for each product also helps inspire confidence and understanding.”

The new packaging carries information in ten languages to enable a single design to be used in all the markets where Kenwood has a leading position.

All flb news articles

• Giving you the big look - Guy Douglass (MD) comments on brand identity 09/07/2010 IMAGINE how hard it would be to find a friend in the Post Office queue if you didn't know what he looked like. Imagine having to find the Post Office in a row of shops if every Post Office sign was different. Both rely on recognition of consistent features.
• Small Enough To Care, Big Enough To Cope 27/04/2010 “Small enough to care, big enough to cope” is the trite phrase often seen in ‘brushscript’ on the side of removal vans. It might be hackneyed, but it feels right for the design industry
• flb nurtures ASDA’s Little Angels 17/03/2010 Asda is to re-launch Little Angels, its highly successful baby and toddler brand, with a new look created by brand design agency flb
• Agency Long Term Relationships - Guy Douglass, flb MD Comments 11/03/2010 Is there a tendency for regional agencies to have longer term relationships? If so does this say something about the levels of client service that regional agencies offer their clients in a bid to demonstrate their value vs. their London counterparts?
• Asda revamps vitamin range with flb 17/02/2010 ASDA has redesigned the packaging for its range of own-brand vitamins, improving the brand architecture to make it easier to navigate and give it a stronger standout in store. Packaging design agency Flb has created the new look, which will be launching in ASDA stores in March 2010
• HobbyCraft packaging redesigned by flb 28/10/2009 HobbyCraft, Europe's first and the UK's largest chain of dedicated Arts and Crafts Superstores, has appointed brand packaging agency FLB to redesign its Kids Craft range.
• flb gets serious about Asda’s cereal 10/09/2009 Asda’s entire range of Own Brand Cereals has been re designed by packaging branding agency, flb.
• Oxo Press article 12/08/2009 In our household there are two occasions when the family all get together. One is Sunday Dinner and the other is to watch X factor (some of us more willingly than others!).
• Kenwood develops new packaging with flb 29/07/2009 Kenwood, the UK’s leading manufacturer of small kitchen appliances - including the iconic Kenwood Chef - is to launch new packaging for its entire range of almost 2000 products. The global brand strategy and design has been created by packaging design agency flb and the new range will be available in retailers from September
• Echo Falls extends to Chile from May with design by flb 04/06/2009 Echo Falls, the wine brand owned by Constellation Europe, is expanding its range to include two new varietals. The new Chilean Sauvignon Blanc and Shiraz wines will add momentum to the brand, which is already outperforming the wine category as a whole.
• ASDA gears up for Pedal Power with flb 21/05/2009 ASDA has launched Pedal Power, a fundraising initiative that aims to raise £1 million to support grass-roots cycling schemes across UK. The initiative will see multiple Olympic gold-medal winner Sir Chris Hoy teaming up with ASDA chief executive, Andy Bond, to get more Brits on their bikes and help improve the health of the nation. The duo are on a mission to raise the profile of cycling as a low cost activity for all the family that’s good for you and the environment and helps save transport costs.
• ASDA selects flb for Pharmacy range 06/03/2009 Asda has redesigned it’s range of own-label pharmacy and diagnostics products, as part of its continuing focus into good-value non-food merchandise.
• flb gets fruity with new Cow & Gate puddings range 06/03/2009 Cow & Gate, the Nutricia-owned baby foods brand, has launched a range of fruit desserts with traditional pudding names under its Baby Balance range. The products, which are now available in all major retailers, add to Cow & Gate’s broad product offer within the baby-feeding sector.
• flb appoints Senior Account Director 16/02/2009 flb, the Cheltenham-based branding and packaging agency, has hired Jo Handford into the newly created role of Senior Account Director.
• flb teams up with structural design agency Square Banana 21/01/2009 FLB, the Cheltenham-based branding and packaging agency, has added structural design to its offering through a new relationship with specialist agency Square Banana.
• It’s a White Christmas for Brace’s Bakery and flb 11/12/2008 Brace’s Bakery, the Welsh bakery brand, has launched a seasonal pack design for its white sliced bread bags. flb, the Cheltenham-based branding and packaging agency, has designed the packaging.
• ‘Unconventional wisdom’ will thrive in 2009, says flb 03/12/2008 2009 will be year of ‘unconventional wisdom’ for brands, according to branding and packaging agency flb, as consumers reappraise their pre-conceptions and their attitudes to where and how they spend their money.
• ASDA picks flb for Electricals pack design 19/11/2008 ASDA is rolling out an own-branded electricals range in stores, as the Wal-Mart owned supermarket chain continues to extend its brand into general merchandise.
• The appeal of “time capsule” brands 15/09/2008

  Brands owners are obsessed with redesigns - if a product's not performing, they tend to think that a whole new look will solve their problems...

• Cow & Gate adds Pasta and Sauces to Baby Balance range 04/09/2008

  flb, the Cheltenham-based branding and packaging design agency, has designed packaging for the range, which launches later this month...

• 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...
• flb creates pack design for Cow & Gate dairy desserts range 31/07/2008 Cow & Gate, the Nutricia-owned baby foods brand, has launched Baby Balance Dairy Desserts, a range of ambient dairy desserts aimed at babies and young children. flb, the Cheltenham-based branding and packaging design agency, has designed packaging for the range.