Echo news & views

Philip’s beautiful Mr Jackdoor - a doorstopper that comes...

Mon, 18 Feb 2013 10:10:00 +0000

Philip’s beautiful Mr Jackdoor - a doorstopper that comes to life

Half the can size, double the design effort Our designs for the...

Tue, 05 Feb 2013 17:05:00 +0000

Half the can size, double the design effort

Our designs for the new compressed Sure for Women deodorant have now hit the shops and the headlines. An innovation leap for Unilever, and a design challenge for Echo, required sensitively translating the existing brand equities from a 150ml can to 75ml without losing any of its brand value and clear consumer communication - definitely not as easy as it might sound!

Read more about the launch as reported in Marketing Magazine

“The new 75ml cans’ selling point is that they are half the size of a standard 150ml can, but contain the same amount of product with 28% less packaging.

Unilever also claims the cans result in a 25% smaller carbon footprint than the standard-sized containers.

The cans are being rolled out across Unilever’s Sure Women, Dove and Vaseline Intensive range, supported by a £12.8m above-the-line marketing drive including TV.

Unilever believes its marketing activity could shake up a deodorant sector in which aerosols account for 80% of sales.

The new can sizes will initially be rolled out solely across women’s products. However, should they prove successful, they will be introduced more broadly.

Unilever believes that as it is the biggest provider in the sector, it is its duty to drive innovation.”

See move coverage here:

The Grocer

The Telegraph

Materials Recycling World

Packaging Europe

Cosmetics Design Europe

Molson Coors to launch its first British cider, a 4.5% abv...

Mon, 14 Jan 2013 12:09:00 +0000

Molson Coors to launch its first British cider, a 4.5% abv premium drink, exclusively into the off-trade, in March.

Echo’s designs of the primary and secondary packaging will be sold in 500ml and 275ml bottles and supported with marketing activity that will include TV and digital support.

Jeremy Gibson, brand director for Carling at Molson Coors UK, said: “Our aim was to make a product that beats the competition on taste and refreshment, and Carling British Cider has done just that. The consumer response has been overwhelmingly positive.”

Marketing Magazine

The Grocer

The Drinks Business

New bar font for Carling provides 270 degree bar experience The...

Mon, 14 Jan 2013 11:02:00 +0000

New bar font for Carling provides 270 degree bar experience

The new Carling font we designed for Molson Coors, is being introduced in pubs, bars and clubs across the UK, backed by a £5 million investment in a bid to strengthen Carling’s position as Britain’s favourite beer and enhance its prominence on the bar.

The new font is the final element of Echo’s rebranding work with Carling, with the ‘Brilliantly British’ positioning rolled out on packaging and glassware over the last year.

Briefed on the project in 2010, Echo created a unique shape for the font delivering a 270 degree branding view to improve the ‘at bar’ consumer interaction.

Jeremy Gibson, Carling Brand Director, said: “Carling is the UK’s bestselling lager, a position it has maintained for over three decades, and we’re committed to working with publicans and bar staff to ensure their customers get the perfect serve every time, investing in a new font and glassware is just part of this commitment.”

Fresh Thinking for the Home Front - the sector that's 'playing it safe'

Thu, 20 Dec 2012 10:26:00 +0000

Using our insight work into the world of...

Echo and Unilever wish Kimi a Happy Birthday!

Thu, 18 Oct 2012 16:53:00 +0100

To celebrate Lotus Formula 1 driver Kimi ‘Iceman’ Räikkönen’s 33rd birthday, Echo...

Responsible packaging: the downside of a litigious society

Mon, 24 Sep 2012 11:58:00 +0100

Echo’s creative director...

Echo designs new east London tea brand, Joe’s Tea In a bid...

Fri, 07 Sep 2012 10:08:00 +0100

Echo designs new east London tea brand, Joe’s Tea

In a bid to make Britain’s favourite drink cool again, Echo teamed up with east London based tea man, Joe Kinch.

The design took inspiration from traditional ‘City of London Liveries’ protecting the professionalism of key trades (e.g. the candlestick maker, butcher, baker) and added a contemporary twist. Led by Echo’s in-house designer and illustrator James Pearce, a range of ‘Joe’s crests’ were created to characterise individual flavours and enhance the expertise behind each blend.

Christy Davies, senior designer at Echo said: “In highly competitive markets such as tea, design and brand personality play an even bigger role – the beauty is taking all of the smart thinking you do beforehand and creating something that looks so comfortably simple, yet each layer reveals a deeper chapter of the brand story.”

The design has been rolled out across a range of ten different blends, all promising to excite and surprise anyone who loves a brew!

Read more about it at Popsop, The Drum, Design Week & The Dieline or visit the Joe’s Tea website.

Introducing the first intelligent chocolate What began as a...

Wed, 18 Jul 2012 16:11:00 +0100

Introducing the first intelligent chocolate

What began as a conceptual project is starting to be realised in the world of confectionery. With the announcement that Barry Callebaut (one of the world’s largest cocoa buyers) has received backing from the European Food Safety Authority to make health claims about the natural benefits of quality cocoa.

Which is incredibly timely…. as we’ve just launched our latest insight project on this very notion.

Echo developed IQv: a premium, brain boosting chocolate that combines cocoa’s natural qualities - high in flavanols and antioxidants - with physiological responses. It aims to be the first indulgent chocolate to sit alongside supplements in health food stores.

We’re excited about the possibilities of our idea. If you’d like to see the full project please email rachel@echobranddesign.co.uk we’d be delighted to share it with you.

IQv - the intelligent chocolate - immersing confectionery into a new health category.

Brought to life by intelligent thinking from us, Echo.

Carling and Echo drive home British message this...

Thu, 31 May 2012 09:23:00 +0100

Carling and Echo drive home British message this summer

Carling’s “Brilliantly British. Brilliantly Refreshing” campaign is ramping up ahead of a momentous summer for the UK.

Echo has designed a new creative visualisation for Britain’s number one lager, that will feature across Carling’s outdoor, press advertising, at the end of its current TV advertising campaign, and also on limited edition packs for Sainsbury’s.

Michelle McQuillin, Carling Brand Manager said: “We are really excited about the new design delivered by Echo – it perfectly captures the essence of Carling as the perfect refreshment with which to celebrate a truly memorable summer for Great Britain.”

Read more about the work in The Drum and Popsop and Packaging News

When Popsop met Echo's MD Nick Dormon

Mon, 28 May 2012 12:29:00 +0100

Nick shares his insight on the importance of graphics and structural design as one entity, explains...

The new British brands

Fri, 25 May 2012 10:42:00 +0100

Not one to miss out on the Olympic and Jubilee spirit of 2012, our latest newsletter delves into the...

Spreading the love with giffgaff

Fri, 18 May 2012 15:56:00 +0100

Echo worked with giffgaff, the SIM only mobile network, to provide its members with a fresh approach...

Echo's hiring!

Thu, 10 May 2012 09:51:00 +0100

Due to some recent project wins we are expecting to be even busier, very soon. So we are on the...

A new whisky - a new way of thinking

Tue, 27 Mar 2012 13:14:00 +0100

A bespoke whisky to treasure for eternity - challenging convention to create a beautiful, lasting...

Limited edition Carling Zest launches Echo was briefed last...

Thu, 08 Mar 2012 17:32:00 +0000

Limited edition Carling Zest launches

Echo was briefed last year to design the branding, primary and secondary packaging for Carling’s innovative new citrus beer, Carling Zest.

Molson Coors wanted a dramatic design to elevate the brand’s on-shelf presence and push its premium positioning. Competing as an alternative to summer drinks, such as cider, the design amplified the refreshing element of the beer.

Annette Middleton, Carling senior brand manager at Molson Coors, said: ”The limited edition beer has tested incredibly well with consumers who are drawn to Carling Zest’s summery appeal.”

Carling Zest is to be supported by a £1.9m campaign covering TV, press, outdoor and digital advertising and will be on sale until September 2012.

Enjoy it while you can!

Carling Cup - all the branding action

Mon, 27 Feb 2012 15:27:00 +0000

Wembley Stadium was alive with drama this weekend as Liverpool and Cardiff City went head-to-head in...

Carling Chrome - designed by Echo With the ad campaign for...

Tue, 21 Feb 2012 14:31:00 +0000

Carling Chrome - designed by Echo

With the ad campaign for Carling Chrome breaking in The Brit Awards 2012, it’s great to see our design work in action.

Echo developed both the name and packaging design for Chrome, which formed part of a major rebrand project, building on the Carling identity we had already created. The design for Chrome represents the idea of precision brewed for a more refined refreshment.

Watch the VCCP created ”Anticipation” ad above.

Innovation from the inside One of Echo’s designer’s,...

Wed, 15 Feb 2012 10:00:00 +0000

Innovation from the inside

One of Echo’s designer’s, Philip, has created a clever alternative to the folding bike. Watch this lovely short film to see his idea in movie-motion.

Echo's creative director Bic speaks to The Drum

Tue, 07 Feb 2012 11:27:00 +0000

What lessons can UK advertisers learn from Super Bowl XLVI? Super Bowl XLVI became the most-watched...