Posts tagged with "design"

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

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

Posted 3 months ago

design, innovation, sustainability, packaging,

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

Posted 4 months ago

3 notes

Molson Coors, Carling, cider, design, packaging,

Echo and Unilever wish Kimi a Happy Birthday!

To celebrate Lotus Formula 1 driver Kimi ‘Iceman’ Räikkönen’s 33rd birthday, Echo and Unilever’s Rexona Team (Sure in the UK) designed his very own deodorant can - birthday gifts don’t get much more individual than this…and our design achieved more than 200 retweets in 2hrs.

Earlier this year, Unilever announced its exciting and ambitious sponsorship of the Lotus F1 Team. At the time Pablo Gazzera, Rexona Global Brand VP said: “We empower our consumers to be daring, to be adventurous and push the limits, offering the best protection throughout the day. We tap into our consumers’ passions – cars, sports, extreme adventure – in order to engage with them. The thrill of speed and fierce competition of Formula 1 racing falls right at the heart of what our consumers are passionate about.”

Happy Birthday Kimi from the Team at Echo.

Posted 7 months ago

1 note

Unilever, design, Formula 1, Kimi, Conceptual design, innovation,

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.

Posted 10 months ago

design, chocolate, packaging, branding, innovation,

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. 

Posted 1 year ago

2 notes

beer, design, packaging, innovation,

New Cobra hits the shelves and the press

Our redesign of Cobra beer starts appearing in supermarkets this month and the launch has generated much interest from the global press.

About the new look Cobra, Lord Karan Bilimoria, founder and chairman of Cobra beer said: “Cobra is a unique and iconic brand and our redesign is modern and sophisticated, fitting of an award winning beer.”

Taking a well-known beer, predominantly consumed in restaurants, and elevating its status to that of a world beer was a challenge we were excited to take on.

Read some of the launch coverage here: Packaging News, Design Week, Popsop, Times of India, Economic Times, Just Drinks

Posted 1 year ago

molson coors, beer, packaging, design, india,

How do you translate complex product technology through a graphic and structural design?

Echo achieved it for Alberto Culver’s VO5 new ‘adaptive technology range’. Using a kaleidoscope graphic device to communicate how the product adapts to an individual’s hair nourishment needs and through a more personal tone of voice. The new design brings clarity in an overcrowded and confusing category.  See it in action in VO5’s ad campaign. 

Posted 1 year ago

4 notes

VO5, haircare, design, packaging, women, technology,

This is where you can delve deeper into some of Echo's insights - some thought-provoking, some beautiful, some entertaining, but all hopefully of interest.

www.echobranddesign.co.uk

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